Currently reading: Citroen UK boss on why firm will no longer be discounting
Eurig Druce is overhauling French firm's recent business model, with focus on quality and residual values

Just one month before the pandemic struck, Eurig Druce became managing director of Citroën UK.

He had previously held the position of sales director since 2016 and worked within the PSA Group (now part of Stellantis) since joining as a trainee in 2001, chiefly in sales and aftersales field roles.

Here he talks about Citroën's shift in focus to profitability and how brand perception, retailer behaviour and more have changed to reflect that - and why there’s more good news to come.

You started as MD just before the pandemic.

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