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Hughes to raise Citroën’s image

A management restructure at Citroën UK has paved the way for a more coordinated approach to network relations, claims the company.

Mike Hibbitt is retiring next month after 21 years as marketing director and will be replaced by Ian Hughes who will also retain his present responsibility for corporate sales. His focus will be to lift the value and image of the Citroën brand – a key criteria under the PSA Cap 2010 plan.

The realignment has enabled sales director Simon Monaghan to reorganise the commercial support team from two groups (north and south) into three regions – northern, central and southern. Citroën insists this will improve support for dealers and coordination.

Also key is the decision to have the CV and business sector managers report to Monaghan. It will enable them to work more closely in delivering Citroën’s 2010 targets.

Under Cap 2010, PSA is committed to raising its brand image; ensuring the success of the next generation C5, due next year; reinforcing the retail network; and becoming the number one environmentally friendly brand in Europe. Citroën is also looking to become at least number three in customer care, accelerate sales, raise dealer profits and prepare for Block Exemption in 2010.

“Reorganising the commercial support team into three business units will help to increase dealer profits on car and van sales and increase the emphasis on used cars,” says Citroën UK communications director Marc Raven. “The restructure is a big shift for the business.”

Dealers will attend a global sales conference at the C5 launch in Paris next month where they will hear details of the brand shift and what Cap 2010 means for them.

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