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Pushing ahead: PSA says the restructure is designed to ensure the successful execution of its ‘Push to Pass’ five-year plan, which includes new mobility services, 121 product launches and improved performance in China.

PSA Group has named Jean-Philippe Imparato as the new global head of its Peugeot brand, replacing Maxime Picat who now takes responsibility for the group’s European operations.

The reshuffle comes as European boss Denis Martin moves to China to take charge of the French automotive group’s operations in the world’s biggest market – where it is looking for improved performance – while current China chief Gregoire Olivier will head up the company’s recently created mobility services division but loses his place on the supervisory board of management.

Effective September 1, the executive changes are deemed necessary for the group to “successfully execute” the so-called ‘Push to Pass’ plan announced in April, which as previously reported sets out the group’s growth strategy over the next five years and includes the launch of no fewer than 121 all-new or updated passenger cars and light-commercial vehicles over the period.

It also targets 10 per cent revenue growth by 2018 compared with its 2015 result, and an additional 15 per cent growth by 2021.

China will be a particular focus, with PSA aiming to cut its operating costs there by 10 per cent per annum over the next three years to boost revenue and contend with the current slowdown in vehicle sales, which in the first half of this year were down 19.4 per cent to 297,000 units for the group in the region.

Maxime Picat

Maxime Picat

Mr Picat’s promotion to head of European operations sees him replace Mr Olivier on the PSA Group’s managing board, at the request of chairman Carlos Tavares.

Mr Picat is now positioned as a key figure in ensuring PSA achieves its ambitious goals under the ‘Push to Pass’ plan, having spent the past four years as head of Peugeot and, prior to that, five years in senior roles for PSA in China.

“With these changes, we are creating the best possible conditions for executing the ‘Push to Pass’ strategy for profitable growth, while at the same time continuing to enhance our business efficiency on a daily basis,” Mr Tavares said.

“Now more than ever, the PSA Group executive committee is collectively committed to satisfying our customers.”

Mr Imparato moves to the head of the Peugeot brand after serving as head of PSA’s retail operations for the past three years.

He has 25 years’ experience with the company, serving in a variety of senior positions including director of European sales, director of international operations for Peugeot, head of sales and marketing for Citroen in Italy, director of global supplier quality and head of quality at PSA’s joint venture with Dongfeng Motor in China.

By Terry Martin