Xavier Chardon takes the helm at Citroën: a strategic return to the brand with the chevrons

The series of appointments continues within the Stellantis group, marking a new chapter for the brand with the Chevrons. Citroën is indeed seeing a change in leadership with the arrival of Xavier Chardon at its head, replacing Thierry Koskas, who had held the position for just over two years. This move, formalized at the start of this week, is part of the dynamic reorganization of the automotive giant's management teams.

Jean-Philippe Imparato continues Stellantis Enlarged Europe reorganization

Under the direction of Jean-Philippe Imparato, COO of Stellantis for Enlarged Europe, the group's organizational structure continues to evolve. This new appointment reflects Jean-Philippe Imparato's desire to adjust his team to meet the current challenges of the automotive market. The decision to appoint Xavier Chardon as CEO of Citroën comes with thanks extended to Thierry Koskas for the work accomplished. Jean-Philippe Imparato thus declared: “I thank Thierry Koskas for having led the Citroën brand since 2023 and completed the renewal of its range, most recently with the presentation of the new C5 Aircross. We are very happy to welcome Xavier Chardon to the management of Citroën. His rich and diverse background, his expertise in the automotive sector, and his knowledge of the brand will be valuable assets to lead Citroën towards new horizons and strengthen its unique position in the market.” These words underscore both the recognition of the former executive's efforts and the expectations placed on the newcomer, whose experience and familiarity with the brand's DNA are clearly perceived as major advantages.

A return to his roots for an experienced executive

For Xavier Chardon, this appointment marks a true homecoming. It was indeed at Citroën that he began his professional career in 1994, laying the first stones of a rich and varied journey in the automotive industry. After an initial stint in the marketing department of Citroën Italy, he quickly joined the brand's headquarters in 1995, where he held various roles in European sales, thus sharpening his knowledge of markets and the brand's specificities across the continent. His ascent continued with increasingly important international responsibilities, as he was appointed Managing Director of the Citroën brand in Denmark in 2001, followed by Managing Director of Citroën in Germany in 2004. These experiences allowed him to grasp the challenges of managing an automotive brand in diverse national contexts. In 2007, Xavier Chardon returned to Citroën's headquarters to take charge of the company's marketing, press, and public relations department, a key position for the brand's image and communication. Before joining the Volkswagen Group in France, he also held the position of Managing Director of Citroën France between 2009 and 2011, a period during which he steered the brand's commercial activities in its domestic market. More recently, Xavier Chardon presided over Volkswagen Group France for nearly four years, overseeing a portfolio of prestigious brands including Audi, Cupra, Seat, Skoda, Porsche, Volkswagen Commercial Vehicles, and Volkswagen. During this period, he demonstrated significant ability to develop business and achieve strong results, notably contributing to a record market share for the German group in France in 2024. Upon leaving this role, he had expressed his desire to "take on new challenges in harmony with his passion for automobiles and his taste for leadership and commitment," aspirations that find a concrete echo today with his appointment at the helm of Citroën. This return to his roots is therefore that of a seasoned executive, with a dual culture (Citroën and Volkswagen Group) and a deep knowledge of the brand with the Chevrons, its markets, and its challenges.

Taking the reins of Citroën, Xavier Chardon arrives at a crucial time for the brand. While the range has undergone a major renewal in recent months, notably with the restylings of the C4, C4 X, and Berlingo, as well as the launch of the new generations of C3/ë-C3, C3/ë-C3 Aircross, and C5/ë-C5 Aircross, not to mention the complete overhaul of the light commercial vehicle range (Berlingo, Jumpy, Jumper), significant strategic challenges remain. Citroën's positioning within Stellantis' multi-brand architecture, nestled between Fiat and Opel, continues to be a subject of ongoing consideration. The brand is seeking to assert its identity and unique place in the European market. The competitive environment is also evolving, notably with the rise of Dacia, traditionally positioned in the low-cost segment but gradually moving upmarket, thus crossing paths with Citroën in certain market areas. Xavier Chardon will therefore have the task of consolidating the range's renewal, refining the brand's positioning strategy, and addressing these challenges in an automotive market undergoing significant transformation, marked by electrification and evolving consumer expectations. His past experience and intimate knowledge of Citroën should be valuable assets for navigating this complex environment and charting a clear course for the future of the brand with the Chevrons.

The departure of Thierry Koskas, just over two years after his arrival at the head of Citroën, inevitably raises questions about the stability of the brand's leadership within Stellantis. Having barely settled in, the executive is now leaving his position without his future assignment within the group being publicly known to date. This rapid succession of leaders poses the fundamental question of a brand's ability to maintain a clear and consistent trajectory over the long term. How can a director instill a strategic vision, engage teams, and build a brand's future if their mandate is potentially limited to such a short period? How can a brand, and its employees, truly adhere to a direction and implement it effectively if it is likely to change with appointments every two or three years? It is legitimate to hope that Stellantis finds a more stable rhythm to allow leaders, whether at the head of a brand or a department, to settle in, fully grasp their roles, and have the necessary time to deploy their strategy and implement their vision. This stability is essential for building a strong and resilient brand. Thierry Koskas's departure is all the more regrettable because, by all accounts, he was genuinely invested and fought to defend Citroën's interests and advance projects, notably working to ensure that the C5 Aircross reached its current level of quality and positioning. Let us therefore hope that Xavier Chardon's arrival marks the beginning of a longer-lasting dynamic, allowing Citroën to fully benefit from his experience and return to its roots to write a prosperous new chapter.