Reporting "Asre Khodro", Samir Cherfan, who was previously managing director of Nissan Middle East, started as PSA’s senior vice president for sales and marketing for the Middle East and Africa on July ۱. In the newly created position Cherfan will oversee the Peugeot, Citroen and DS brands and report to Jean-Christophe Quemard, executive vice president and director of the region.
Cherfan, ۴۹, is a graduate of the Paris Polytech engineering school. He spent the first ۱۱ years of his career as a vehicle engineer at Renault. He was later named program director for midsize sedans and hatchbacks and managing director of the Renault retail group before joining Nissan Middle East in ۲۰۱۲.
Samir Cherfan worked ۲۵ years for Renault before moving to PSA on July ۱.
Under its Push to Pass strategic plan, PSA has targeted sales of ۷۰۰,۰۰۰ vehicles in Africa and the Middle East by ۲۰۲۱, and ۱ million by ۲۰۲۵, with ۷۰ percent of vehicles assembled locally.
The company is building a new ۵۵۷-million-euro plant near the coastal city of Kenitra, Morocco, that is expected to start assembling subcompact vehicles in ۲۰۱۹. PSA CEO Carlos Tavares has said the plant could have an annual capacity of ۲۰۰,۰۰۰ units.
Through May, PSA has sold ۲۳۰,۷۰۰ vehicles in the Middle East and Africa region, the company said, versus ۵۷,۷۰۰ in the same period in ۲۰۱۶. That figure includes ۱۷۷,۰۰۰ Peugeots sold under license by Iran Khodro following a ۴۰۰-million-euro joint-venture agreement signed in June ۲۰۱۶.
The company’s domestic rival Renault has also reshuffled its executive team in the region, recently naming Fabrice Cambolive, who had been CEO of Renault Brazil, as head of the automaker's operations in Africa, the Middle East and India.
Renault has the region’s largest plant, a facility near Tangier that least year produced ۲۷۳,۰۰۰ vehicles for the low-cost Dacia brand. Renault has smaller plants near in Casablanca, Morocco and Oran, Algeria.
Source: Automotive News
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