This is the first change at the head of a Stellantis brand: the director of Citroën, Vincent Cobée, will be replaced by the group's marketing chief, Thierry Koskas, the automotive giant announced on Thursday.
"
Building on his previous experience as brand commercial director, Thierry Koskas will take responsibility for Citroën, to exploit the brand's potential in Europe and around the world
," Stellantis management said in a statement.
Vincent Cobée, formerly of Nissan, appointed head of the chevron brand in 2020 by Carlos Tavares, has "
decided to pursue personal projects outside the company
", according to the group.
Thierry Koskas, born in 1964, had been vice-president of the Renault group under Carlos Ghosn, before following Carlos Tavares at Peugeot-Citroën (PSA) then Stellantis.
He will keep the role of director of sales and marketing that he has held since the creation of the group in early 2021, with the merger of PSA and Fiat-Chrysler.
Read alsoCitroën Oli, a concept that revives the spirit of the 2 CV
"
I have full confidence in Thierry Koskas to carry out these strategic and value-enhancing missions for our company, so that Stellantis continues to be at the forefront of the market, while developing the iconic Citroën brand",
added pointed out Carlos Tavares in a press release.
The CEO of Stellantis also thanked Vincent Cobée for having "
defined Citroën's positioning within the Stellantis brand portfolio
".
According to the group's strategic plan, Citroën must be with Fiat the most accessible of its fourteen brands, in the "
core
" of the market.
Vincent Cobée's mission was to lead the brand “
on the path to global and sustainable profitability
”.
Alas, in a sluggish automotive industry, which favors high-end models, Citroën has seen its volumes melt by a third since 2019, to less than 700,000 vehicles sold worldwide in 2022, according to estimates by Inovev.
Read alsoWith its New C3, Citroën wants to expand outside Europe
In Europe, most Stellantis brands experienced a sharp decline in sales in 2022 and Citroën sold 341,000 units (-16.6% over one year), for 3.7% market share, according to figures from the Automobile Manufacturers Association (ACEA).
It now ranks behind Dacia, the economy brand of the Renault group.
The small Citroën C3, which accounts for most of the brand's volumes, has been renewed in Brazil and should soon be in Europe.
She was entitled in January in India to an electric version.
The brand has also enjoyed success with its small electric Ami, and with its Oli concept, "
clean, affordable and light
", which should inspire a series model "
very soon
", according to the boss of Stellantis.
