DS Automobiles, a brand of Stellantis, has appointed Xavier Peugeot as its new CEO, effective 3 February 2025.

Peugeot has taken over from Olivier François who has led DS Automobiles since July 2023.

Meanwhile, François will continue his work within Stellantis, focusing on the newly established marketing office and continuing his responsibility with the FIAT brand.

DS Automobiles CEO Xavier Peugeot added: “DS Automobiles is a young brand with solid foundations and an exceptional heritage based on an iconic model, the DS, which celebrates its 70th anniversary this year. I would like to pay tribute to the commitment of my predecessors, particularly Olivier, who has done a great job to ensure its development.

“I am proud to join the teams who have demonstrated their motivation and ability to create a unique universe in the world of the automotive industry. We are going to continue to write this story to further the influence, the image of excellence and the know-how of DS Automobiles throughout the world.”

Xavier Peugeot, aged 60, an alumnus of Paris La Sorbonne University and Paris Dauphine University, joined the PSA Peugeot Citroën Group in 1994.

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With a background in management, he has progressed through various roles within the company, demonstrating a track record in sales and marketing.

Between 2005 and 2007, Peugeot served as the director of the Peugeot Netherlands subsidiary.

He later became the director of marketing and communications for the Peugeot brand from 2009 to 2011.

 His contributions as Peugeot product director in 2012 were pivotal in developing “a coherent, global range” for the brand.

In 2014, Peugeot took the reins as head of Citroën Product, where he played an important role in revitalising the range with the goal of making “mobility accessible to all”.

In his new role, Xavier Peugeot reports to Jean-Philippe Imparato, Enlarged Europe COO.

Imparato said: “I would like to congratulate the work of Olivier who, during his nearly two years leading DS Automobiles, has capitalised on the French culture, consolidating the Brand’s identity and the uniqueness of its positioning in the market.

“Another highlight is the in-depth work carried out to improve customer satisfaction, which is already beginning to bear fruit, and which must now be pursued with the aim of achieving excellence. I’d like to thank Olivier and welcome Xavier to his new role as the brand begins a new chapter.