DS Automobiles, a brand under the Stellantis umbrella, has announced the appointment of Xavier Peugeot as its new CEO, effective February 3, 2025. Peugeot succeeds Olivier François, who has led DS Automobiles since July 2023. François will transition to focus on the newly established marketing office within Stellantis, as well as continuing his responsibilities with the FIAT brand.
In his new role, Xavier Peugeot expressed his pride in joining a brand with a strong foundation and an iconic heritage, particularly noting the 70th anniversary of the DS model. He commended the work of his predecessors, especially Olivier, for their contributions to the brand’s development. Peugeot emphasized his commitment to furthering DS Automobiles’ influence, image of excellence, and industry know-how on a global scale.
Xavier Peugeot, aged 60, holds degrees from Paris La Sorbonne University and Paris Dauphine University. He joined the PSA Peugeot Citroën Group in 1994 and has since held various management roles within the company, showcasing a proven track record in sales and marketing. Notably, he served as the director of the Peugeot Netherlands subsidiary from 2005 to 2007 and later as the director of marketing and communications for the Peugeot brand from 2009 to 2011.
Peugeot’s contributions as the Peugeot product director in 2012 were instrumental in shaping a cohesive and global product range for the brand. In 2014, he assumed the position of head of Citroën Product, where he played a key role in revitalizing the brand’s product lineup to make mobility more accessible to all.
In his new capacity as CEO of DS Automobiles, Xavier Peugeot reports to Jean-Philippe Imparato, Enlarged Europe COO. Imparato commended Olivier François for his leadership over the past two years, highlighting the reinforcement of the brand’s identity and market positioning. He also acknowledged François’ efforts in enhancing customer satisfaction and welcomed Xavier to steer the brand into a new chapter.
As DS Automobiles embarks on this new phase under Xavier Peugeot’s leadership, the brand aims to continue its legacy of innovation, excellence, and unique positioning in the automotive market. The appointment of Peugeot signifies a strategic move to drive DS Automobiles’ growth and global presence in the evolving automotive landscape.
