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It has been nearly six years since Peugeot-Citroen announced the new CEO. According to Autocar, Citroen and DS will usher in a new CEO due to the restructuring plan of the PSA group. Among them, Vincent Cobee, a former vice president of Mitsubishi Motors, succeeded Linda Jackson as chief executive of Citroen, while Beatrice Foucher, who is now deputy chief executive of the DS brand, succeeded Yves Bonnefont as chief executive of DS. The relevant head of the PSA Group said that "the new personnel appointment has come into effect on January 15th."

Former DS brand CEO Yi Bofeng will be transferred to a new position, mainly responsible for studying brand positioning and development strategy, and reporting directly to Tang Weishi, president of PSA. Linda Jackson, who has been CEO of Citroen for the past six years, will take up a new role in the PSA Group and will focus on brand differentiation research in the future. According to sources, Linda Jackson joined Citroen in 2005 and was mainly in charge of Citroen's British and Irish branches during her tenure.

It is worth noting that the latest two CEO have not joined PSA for a long time, and both come from the Nissan-Renault-Mitsubishi alliance. Vincent Kirby of Citroen CEO left Mitsubishi in April 2019 and joined Citroen in October of the same year as deputy CEO of Citroen. Bryant worked at Renault-Nissan for 17 years, mostly at Nissan.

DS brand CEO Beatrice Futcher joined PSA in April 2019 as senior vice president of talent management. It is understood that Beatrice Futcher joined Renault in 1990 and held a similar position in the Nissan-Renault alliance in 2015.

Under the leadership of former Citroen CEO Jackson, Citroen grew faster in Europe than the market as a whole, but PSA's performance in China was disappointing.

The DS brand has struggled since the separation of the Citroen brand and the DS brand in 2014. Changan Peugeot Citroen, founded by PSA Group and Changan Automobile in China, is mainly responsible for producing and selling high-end DS brand models, but due to many reasons, sales and performance continued to decline. Changan PSA was both sold off by Changan Automobile and PSA Group, and eventually Baoneng Automobile Co., Ltd. took over 50% of Changan PSA.

DPCA, founded by PSA Group and Dongfeng Motor, which owns Peugeot and Citroen brands, is the mainstay of French cars. As sales and performance continue to decline, DPCA relieves financial pressure by selling factories and laying off staff. According to statistics, the cumulative sales of DPCA in 2019 was 113579, down 55% from the same period last year, and the sales target completion rate in 2019 was only 48.3%.

The change at the top of PSA may have something to do with the merger of Peugeot-Citroen (PSA) and Fiat Chrysler (FCA). On October 31, 2019, Fiat Chrysler and Peugeot Citroen officially announced their merger. On December 18, 2019, PSA and FCA signed a binding merger agreement in which each side will have a 50 per cent stake in the combined company, which will have a market capitalization of about $49 billion, making it the fourth largest carmaker in the world. It is understood that the PSA Group currently includes Citroen, DS, Peugeot and Opel brands, while FCA includes Alfa Romeo, Fiat, Jeep and Maserati brands. The two major car companies will retain all brands after the merger.

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