PARIS - 'It's an evolution, not a revolution,' said Chairman Jean-Martin Folz in January about the current reorganization he has launched at PSA/Peugeot-Citroen.
Folz used his own people. Most of the 50 top appointments have been inside PSA for a long time. But most of these men and women have new jobs.
The least change applies to the brand organizations. Frederic Saint-Geours at Peugeot and Claude Satinet at Citroen evidently prefer to move their troops forward than to change them for others.
'We will now have a more complete view of what the brand covers, especially regarding the product strategy and the geographical territory,' said Saint-Geours. His new realm now includes worldwide sales (instead of sharing the responsibility with the now defunct international affairs division) and more control over the product definition.
All the top sales, communications, marketing managers - including Christian Peugeot, a young representative of the Peugeot shareholder family - keep their jobs. The only newcomer is Bruno de Guibert, in charge of product planning at Peugeot, who was formerly an engineer working on advance studies.
1 Robert Peugeot is in charge of the newly created innovation and quality division, the first of three key elements of PSA's product development side. Peugeot is directly responsible for design. Murat Gunak and Art Blakeslee, the chief designers for Peugeot and Citroen, will report to him.
Pascal Henault, who used to have Guibert's job in product planning at Peugeot, is in charge of innovation. Henault's department will have a critical role, similar to advance design studios in some other companies. Henault's group will develop and evaluate new concepts regarding cars and manufacturing processes, and he will lead the first phase of new vehicle programs. Part of his job is 'to plan a long-term vision of the industry trends in relation to the group product planning department and the two brands.' Luc Epron runs group product planning.
2 Roland Vardanega's platform division is another key element. 'The platforms, considered as management entities, lead the preliminary phase, the development phase and the lifetime phase of new vehicles,' according to the organizational chart. 'They are responsible for targeting costs, deadlines and quality. PSA's target for the future is to make three platforms for the vehicles, one platform for powertrain and to keep alive the cooperation platform dedicated to minivans.'
To direct this policy, Vardanega has chosen five men with a broad experience in management of engineering and manufacturing.
Jacques Pinault was in charge of Citroen's product development. Alain Baldeyrou was the boss of the Mulhouse and Sochaux plants. Claude Vajsman was the former manufacturing manager at Citroen. Yves Fallouey ran SMAE, PSA's engines and gearboxes manufacturing subsidiary in Metz, eastern France. Jean-Louis Reynal was the head of production engineering for PSA.
3 Jean Wolff's engineering and purchasing division is the third big piece in Folz's scheme. Wolff will provide engineers and technicians to his colleagues Robert Peugeot and Vardanega in order to achieve all the vehicles, engines and other components programs. A good understanding between those three men will be critical to the reorganization's success.
'If we want, all together, to be with the best to meet our customers' needs and to make the company profitable, we must change our behavior. We must favor teamwork and cross-function work. We must also dare to take calculated risks together,' said Folz last January in Paris to PSA's top managers.
Wolff will run about 7,000 people split between La Garenne-Colombes, Velizy and Sochaux, the three main PSA technical centers.
Wolff's deputies are experienced. Yvan Plazanet, in charge of vehicle engineering, used to be plant manager at Mulhouse. Herve Guyot, the new purchasing manager, had been working with Wolff at Sogedac, PSA's purchasing arm. Jean-Claude Duffes ran the Citroen joint-venture with Dongfeng Motors in Wuhan, China, before managing Citroen's Rennes plant.
Jean-Louis Silvant, formerly manufacturing manager of Peugeot and now in charge of all PSA plants, has already moved some of the biggest plants' bosses. Alain Hamm, 44, has left Sevelnord - the joint-venture with Fiat - in Valenciennes to handle Aulnay, which makes Citroen Saxos, and beginning next spring, Peugeot 106s. Denis Duchesne, 46, came back from China, where he was the boss of Citroen's Wuhan plant, to go to Mulhouse, which will begin soon to build the future Peugeot 207.
Marcel Riond, 56, will run Rennes. Previously he was the boss of Francaise de Mecanique, a Renault-PSA engine joint venture in northern France. Roger Garnier, 53, who was the first boss of Sevelnord in 1992, left Sogedac to manage the Sochaux plant. With 19,000 workers it is PSA's biggest plant, and the biggest in France. It is also the cradle of the Peugeot company.
A more discrete man in the new chart is Yann Delabriere, previously chief financial officer of PSA. He is now in charge of the finance and management division. His main job will be 'to implement a single management and reporting system to measure economic performance of the group and of each entity as well,' according to the chart.
Folz will announce on 25 March which financial results he targets for PSA in the future.