Automotive Purchasing and Supply Chain - page 10

C
arlos Tavares has been tasked with
the considerable job of making
PSA’s three brands - Peugeot,
Citroën and DS - find strong
positions in global markets and in many
segments, and to go head to head with
very strong competition from German,
Japanese and Korean carmakers, as well
as from his former employer, Renault-
Nissan.
There is no doubt that PSA was in
bad shape when he joined in 2014. It
had accumulated losses of more than
$9 billion in two years and it needed
a drastic overhaul. The restructuring
saw the Peugeot family lose control,
having its shareholding reduced to 14%.
Equal stakes went to Dongfeng, one of
its Chinese partners, and the French
government. This gave PSA a similar
status to the ‘Regie’ Renault, which
once was nationalised and is still 15%
state-owned. Philippe Varin, the family
nominee who had been Peugeot Chief
Executive since 2009, stood down and
Tavares was recruited to take his place,
after he had pushed for a chief executive
position at Renault and was fired by
Carlos Ghosn.
Race winning - on and off the track
At 58 years old, when some
executives are looking for the
comparative peace of a non-executive
board position after the hurly-burly
of the operational corporate world,
Tavares has a youthful and competitive
attitude to the challenge of rejuvenating
PSA, something he also applies to his
successful GP2 single seater racing
activities. Born in Portugal and educated
in France, Tavares is a man with a truly
CarlosTavares:
PSA’s resurgenceman
SimonDuval Smith discusses near-death experiences, mobility solutions in
theUS and improving labour and supplier relations with theman credited
with saving the PSAGroup.
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