Carlos Tavares has lost little time in stamping his authority on PSA Peugeot-Citroën. While the appointment of Linda Jackson as CEO of Citroën is radical (though much deserved) the news that the acerbic, highly-talented Stephen Norman has come out of retirement to shake up the group’s marketing divisions is one out of the left field.
I have interviewed him several times, mostly recently at last September’s Frankfurt motor show when he told me that his 37-year marketing career was drawing to a close and Frankfurt would be his last motor show. He had spent the last six years as marketing chief at Renault where Tavares will have learnt to appreciate Norman’s insights and focus.
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I asked Norman if he had any regrets. Yes, he said. “I don’t think marketing can fix everything. It can amplify success and attenuate failure.” What he left unsaid was that if a product is rubbish, no amount of marketing you throw at it will fix it. What he did say was that if a product is good it will sell itself.
His new role will be a perfect arena for him. In September, I wrote that we would miss him.
Welcome back, Stephen.
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