Tavares names Europe chief, reshuffles top jobs at PSA

With his management changes, PSA CEO Carlos Tavares aims to "accelerate the culture transformation" he wants throughout the company.

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RENNES, France -- PSA/Peugeot-Citroen CEO Carlos Tavares has appointed a boss for the company's European operations and recruited a former top Renault executive to head manufacturing in his latest management changes at the automaker.

Tavares is moving the company's personnel chief, Denis Martin, to the new post of operational director for Europe as he reshuffles the automaker's organization to help implement his Back in the Race turnaround plan.

Martin's appointment is crucial because PSA relies on Europe for most of its sales and profits even as the company accelerates its strategy of becoming more international. Martin joined PSA in 2008 after a career that included stints at suppliers Valeo and Magneti Marelli.

Last month Tavares said at the Automotive News Europe conference that PSA will defend its position as Europe's No. 2 carmaker, a ranking that is being challenged by French rival Renault.

PSA's sales in Europe rose 6 percent to 619,208 in the first five months, according to industry association ACEA, but third-placed Renault's volume grew by 18 percent to 519,547, boosted by its fast-growing Dacia brand. PSA and Renault trailed Volkswagen Group's 1.43 million five-month sales.

Martin must defend PSA's No. 2 position in European sales against a strong challenge from Renault.

Regional chiefs

In addition to Martin, Tavares has appointed five other regional directors in his push to give the automaker a more locally focused global management structure.

PSA's China and Southeast Asia boss, Gregoire Olivier, and Latin America head, Carlos Gomes, will retain their current roles, while Christophe Bergerand will become head of the Eurasia region, which includes Russia. He was appointed CEO for the company's Russian operations in January, after heading the automaker's retail unit.

Jean-Christophe Quemard takes over the Middle East and Africa. Quemard, a former purchasing director at the automaker, moves to his new job from his current role as head of programs.

Former Nissan Europe finance chief Emmanuel Delay takes charge of the India-Pacific region. Delay joins PSA from Philips where he has worked for the past two years since leaving Nissan.

Tavares also recruited Yann Vincent from French multinational company Alstrom to head its manufacturing and supply chain division. Vincent worked for Renault for 27 years, including a stint as chief operating officer of Renault's Russian partner, AvtoVAZ, before joining Alstrom.

In other appointments, PSA named Patrice Lucas as head of programs and strategy; Yannick Bezard as purchasing chief; Gilles Le Borgne as r&d boss; Philippe Pelletier as quality boss; and Philippe Dorge as human resources chief.

The regional organization is being set up to ensure profitable growth of the group in all part of the world and will become completely operational starting Sept. 1, PSA said in a statement.

The executives "will be directly responsible for both the growth and profitability of their region," Tavares said in the statement. "The newly formed executive committee will accelerate the culture transformation which I am asking for throughout the whole company."

New structure
PSA's 6 region operational directors are also members of the company's executive committee. They all report to CEO Carlos Tavares
Denis Martin -- Europe
Christophe Bergerand -- Eurasia
Jean-Christophe Quemard -- Middle East-Africa
Gregoire Olivier -- China-Southeast Asia
Emmanuel Delay -- India-Pacific
Carlos Gomes -- Latin America

PSA's 7 divisional directors are also members of the company's executive committee. Each executive reports to CEO Carlos Tavares
Gilles le Borgne -- r&d
Jean-Baptiste de Chatillon -- Finance & IT
Pierre Todorov -- General counsel
Philippe Dorge -- Human resources
Patrice Lucas -- Programs & strategy
Yannick Bezard -- Purchasing
Yann Vincent -- Supply chain & manufacturing

PSA's 3 brand directors are also members of the company's executive committee. Each executive reports to CEO Carlos Tavares
Linda Jackson -- Citroen
Yves Bonnefont -- DS
Maxime Picat -- Peugeot

PSA's 3 worldwide divisional directors report to CEO Carlos Tavares
Jonathan Goodman -- Communications
Philippe Pelletier -- Quality
Jean-Pierre Ploue -- Design

You can reach Bruce Gain at bgain@crain.com.

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