Incoming Citroën boss Linda Jackson plans to use the experience of her successful tenure leading Citroën’s UK operations to grow the brand internationally and return it to profit.
Jackson will take over from Frederic Banzet on June 1 and is tasked with implementing the ‘Back in the Race’ turnaround plan, the brainchild of new PSA Peugeot-Citroën boss Carlos Tavares.
Speaking to Autocar at the inaugural Autocar Stars event in London last week, Jackson believes it was her track record of success for Citroën in the UK and 35 years of experience in the automotive industry working for several different brands that landed her the top job in Paris.
Citroën UK and Ireland boss since 2010, Jackson said her plan was to build the brand, improve customer satisfaction and boost dealer profitability.
“We need make money and be profitable, so we moved away from the discounting and worked on improving residual values,” she said.
Jackson worked closely with dealers to eradicate Citroën's discounting culture and moved away from unprofitable fleet deals, instead focusing on selling models to private customers on more profitable finance deals.