PARIS -- PSA Group has picked a veteran Renault-Nissan executive to lead its sales and marketing efforts in the Middle East and Africa. PSA aims to sell 1 million vehicles in the region by 2025.
Samir Cherfan, who was previously managing director of Nissan Middle East, started as PSA’s senior vice president for sales and marketing for the Middle East and Africa on July 1. In the newly created position Cherfan will oversee the Peugeot, Citroen and DS brands and report to Jean-Christophe Quemard, executive vice president and director of the region.
Cherfan, 49, is a graduate of the Paris Polytech engineering school. He spent the first 11 years of his career as a vehicle engineer at Renault. He was later named program director for midsize sedans and hatchbacks and managing director of the Renault retail group before joining Nissan Middle East in 2012.