As reporter known, CHEN Guozhang, former executive president of Renault switches to PSA and in charge of DS brand Chinese and Asian business. Outsider believes that swift of CHEN Guozhang is connected with Carlos Tavares. He was the COO of Renault and “original supervisor” of CHEN Guozhang. Carlos Tavares joins PSA at the end of last year, and takes global president of PSA in April this year.
Former Renault President CHEN Guozhang
Meanwhile, PSA initials some human resource adjustment. Yves Bonnefont, former brand strategy director of Citroen, takes CEO of DS; Linda Jackson, British CEO of DS, takes CEO of Citroen instead of Frederic Banzet. All of Yves Bonnefont, Linda Jackson and Maxime Picat (CEO of Peugeot) gains executive director position, which shall report to Carlos Tavares directly.
CHEN Guozhang says during interview that management of PSA means the independence of DS and new strategy start of PSA.
CHEN Guozhang was bored in year 1969 in Hong Kong. He immigrates to USA in 15 years old, and join Nissan after. In year 2009, Chen Guozhang takes executive president of Renault. He takes some reformation and push sales of Renault largely grows in China. Sales of Renault rises to 30 thousands from 894 cars. People close to CHEN Guozhang says, he becomes one of the most popular senior manager in head office of Renault because of sales in China rapid growth. Besides, he is appreciated by COO of Renault at that moment Carlos Tavares.
At then end of year 2013, Dongfeng Auto has found joint venture Dongfeng- Renault with Renault, and starts to integrate Renault imported auto business. According to plan, CHEN Guozhang shall be transferred to Nissan in North America. However, CHEN Guozhang says directly that he will not go North America. Almost the same time, Carlos Tavares takes CEO of PSA global.
Old colleague relationship and high connected time line, outsider believe the reason CHEN Guozhang leaving Renault- Nissan to PSA because of calling of Carlos Tavares.
Meanwhile, according to plan of Carlos Tavares of PSA 5 years plan. DS will be an independence brand separated from Citroen and Peugeot. New market development is particularly important for DS as the brand future strategy. Experience of CHEN Guozhang exactly meet the requirement of DS China and Asian market development.
