PCA (Peugeot Citroen Australia) has appointed David Owen as general manager. Kate Gillis, the previous GM, has moved into a new position as Head of Strategic Growth for Inchcape Australasia. Unlike most other brands in the country, Subaru and Peugeot Citroen are imported by a 3rd party business called Inchcape. Inchcape is an experienced logistics company that took on PCA after the previous importer found the brands too challenging. The remainder of the Stellantis brands are imported by Stellantis itself.

It will be David’s job to fan interest in the French carmakers. Peugeot sold 935 units to the end of May, with Citroen barely registering a heartbeat, at a miserable 53 vehicles for the same period.

Australia is the only market where Peugeot and Citroen are sold alongside each other as a de facto single entity. The DS brand, spun of from Citroen several years ago, is no longer sold in Australia,

David will report to Blair Read, Managing Director Distribution Business for Inchcape Australasia, and David will have the task of turning around the PCA ship. With DS already abandoned, Citroen rest on unstable ground as it scrambles to be seen in one of the most diverse automotive markets in the world.

Inchcape speaks of Mr. Owen “steering the brand’s trajectory into its next phase of growth”, but the word growth is, at best, optimistic.

ABOVE: David Owen and Current Peugeot Citroen Models

David has more than a decade of wide-ranging experience in the automotive industry, most recently at Ford Australia. David’s expertise in marketing, sales, product distribution, and relationship management in the Asia-Pacific market is hoped to revitalise PCA.

The brands have been in steady decline for decades, and the amalgamation was hoped to make both brands viable. The dead wood was cut from the showrooms as PCA has culled its offerings to 4 Citroen and 14 Peugeot models, yet remains unloved by Australian buyers. Citroen is still trying to move MY23 models half way through 2024, not a good sign.

When surveyed last year, 1,000 GayCarBoy readers found Peugeot Citroen to be “interesting”, or “fun,” but poor value when compared to other brands.

Blair Read, Managing Director Distribution Business, Inchcape Australasia, commented, “David’s impressive track record and deep expertise in the automotive sector make him the perfect fit to lead Peugeot Citroen Australia. We are confident that his strategic vision, operational acumen, and leadership will propel the brand’s growth in the Australian market.”

Mr. Owen said, “It’s an absolute privilege to share the news that I am starting a new position as the General Manager of Peugeot Citroen Australia. Both Brands have an impressive heritage, and I am thrilled to start working with the brilliant dealer network, amazing local PCA team and all of our partners; in delivering outstanding customer service and building on both the Peugeot and Citroen brands.”

No brand is immune from closure, as Holden discovered Can David Owen save Peugeot Citroen from ignominy?

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