Denis Martin to become PSA's new European boss, charged with implementing the firm's 'Back in the Race' recovery strategy

PSA Peugeot Citroen boss Carlos Tavares has appointed Denis Martin to head up the firm's European operations.

Currently PSA's personnel chief, Martin's appointment will be crucial to implementing Tavares' recovery plan for PSA. Dubbed the 'Back in the Race' plan, the strategy involves PSA axing more than 40 per cent of its model range by 2020 in order to streamline its offering. 

Tavares has said he wants to defend PSA's position as the second-largest car maker in Europe, a position which is currently under threat from Renault. He told industry journal Automotive News Europe: "It would be arrogant and unrealistic to [say we will] become no.1. But we strongly believe we have enough arguments to stay no.2, and be a profitable no.2."

Five other regional PSA bosses have also been appointed to look after regions including the Middle East and Africa, China and Southeast Asia and Latin America.

PSA sold a total of 606,285 cars in the five months to May this year in Europe, while Renault sold 513,615. This may appear as if Renault has a lot of catching up to do, but in fact it's made the bigger year-on-year gain. PSA's sales have increased by 6.5 per cent compared with the same period last year, but Renault's sales have gone up by over 18 per cent.

Both companies have some way to go before challenging market leaders Volkswagen Group, however, which sold 1,371,328 cars in the same period, and 290,119 units in May alone.

Get the latest car news, reviews and galleries from Autocar direct to your inbox every week. Enter your email address below:

Our Verdict

Peugeot 508

The Peugeot 508 is is better all round than its predecessor, and should be a fleet favourite

Add your comment

Log in or register to post comments

Find an Autocar car review

Driven this week

  • Lexus LC500
    Car review
    20 October 2017
    Futuristic Lexus LC coupé mixes the latest technology with an old-school atmospheric V8
  • Maserati Levante S GranSport
    First Drive
    20 October 2017
    Get ready to trade in your diesels: Maserati’s luxury SUV finally gets the engine it’s always needed
  • Jaguar XF Sportbrake TDV6
    First Drive
    19 October 2017
    The handsome Jaguar XF Sportbrake exhibits all the hallmarks that makes the saloon great, and with the silky smooth diesel V6 makes it a compelling choice
  • Volkswagen T-Roc TDI
    First Drive
    19 October 2017
    Volkswagen's new compact crossover has the looks, the engineering and the build quality to be a resounding success, but not with this diesel engine
  • BMW M550i
    First Drive
    19 October 2017
    The all-paw M550i is a fast, effortless mile-muncher, but there's a reason why it won't be sold in the UK