Groupe PSA brand DS has appointed Alain Descat as its new UK Managing Director.
It says the position is a new one. Descat is currently DS Brand Development Director for the Benelux region (Belgium, the Netherlands and Luxembourg) and starts in the UK from April 2018, based at the UK Headquarters in Coventry.
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Descat 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.
He was 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 Brand’s operational requirements, to meet the fast moving Automotive Marketing environment.
Since 2016, Descat has been dedicated to DS Automobiles, itself only formed in 2014, as DS Brand Development Director for the Benelux, where he set about leading the emergence of a distinct and dedicated premium DS network in the Benelux countries.
See also: New 7 Crossback – good enough to rebuild DS?
