DS Automobiles UK will gain its first dedicated managing director when Alain Descat takes up the newly-created post in April.
Joining as PSA Group’s premium brand launches its new DS 7 Crossback SUV, Descat will make the move to Coventry from a post as DS brand development director for the Benelux region (Belgium, the Netherlands and Luxembourg).
His appointment sees the creation of a new role, with DS Automobiles UK having previously been overseen by Citroen UK managing director Bek Hassan.
Descat is a graduate of ESSEC Business School and has worked for PSA Group since 2001, a statement revealed.
He has held a number of sales and marketing roles for Peugeot Importers in Mexico and Central America, North of Europe (Scandinavia, Finland, Baltic States) and most recently in Amsterdam over the last four years with responsibility for the Benelux region.
Descat was also strategically involved in the development of transformation to Digital processes, and created a PSA Group ‘Digital Factory’ in the Benelux combining all of the three PSA Group brands’ operational requirements, to meet the fast moving Automotive Marketing environment.