One aim is a greater emphasis on profitability. PSA’s 5% margins are in many ways the envy of the middle-market car makers, but Tavares is at the start of building the Citroën, DS and Peugeot brands and knows there is more to come from greater resilience to discounts.
In particular, he wants to accelerate the transformation of Citroën, as led by the C4 Cactus, give Peugeot a more defined character and hold fast on the steady investment in DS.
Tavares has called making DS a true premium rival to Audi, BMW and Mercedes-Benz “a 20-year job” — and he claims he is happy to forgo sales volumes to uphold retained value and build the brand. The first of three new models is expected in 2018, and there are tentative plans to launch the brand in the US, possibly drawing Peugeot and Citroën to the market, too.