PSA confirmed that former Renault COO Carlos Tavares will take over the reins starting January 1st. Tavares assumes the role at a fortunate point in time for PSA: an alliance with Chinese car maker Dongfeng is underway, and Tavares’ predecessor, Philippe Varin, has already completed the difficult task of closing factories and cutting thousands of jobs, a difficult task in a country like France.
Now, Tavares will be tasked with helping PSA turn things around, with a slate of new product, a leaner organization and reorganized brand structure. Despite Varin laying much of the groundwork for a potentially revitalized PSA, Tavares could end up in the right place at the right time – able to fulfill his dream of running a car company, while presiding over a successful turnaround.
I don’t know if la gem are ready to return to PSA in droves. There’s been a couple of lost generations of buyers by now. Do you think Peugeot will be able to tackle Audi & BMW in the profitable luxury market and win? Perhaps Tavares is in there to fatten the juicy parts for Carlos?
The most important thing is that Mr.Tavares is a real car guy and racing enthusiast unlike Varin who was number specialist!