PSA/Peugeot-Citroen has named Xavier Peugeot as the product director for the Peugeot brand -- a newly created position in line with the PSA's new management structure. As product director, Xavier Peugeot will be implementing the strategy for Peugeot on a product level, a Peugeot spokesperson informed Automotive News Europe.
Assuming the previous position of Xavier Peugeot as director of marketing and communication for Peugeot is Guillaume Couzy, who joined the division in 1993.
He has held different management roles in the division in Portugal, Mexico and Brazil prior to taking his more recent position as the general manager of Peugeot's Brazil division. Xavier Peugeot and Guillaume Couzy will report to Peugeot CEO Vincent Rambaud. Announced last month, the new management structure is intended to give Citroen and Peugeot divisions more autonomy to develop their products and improve quality levels.
Analyst Carlos Da Silva at IHS Automotive commented that the new structure will give Citroen and Peugeot more flexibility to build their product and overseas strategies.
This means that each brand can explore any segment and any type of product development independently from what the other one is doing, Da Silva added. He commented that this has to be "coherent with the common platform strategy" but is "certainly a novelty" in PSA's organization and their conventional product development strategies. A spokesperson from Citroen declined to make a comment on whether the brand will appoint a new product boss.