Citroen, the French automaker, has appointed Laurent Diot as the new director of its enlarged Europe region, which includes Eastern Europe, the Balkan states, and Eurasia. Diot currently serves as the head of marketing and communications at Abarth. In his new role, he will report operationally to Stellantis CEO Thierry Koskas and functionally to Uwe Hochgeschurtz, the director of Stellantis’ European region.
Diot’s primary objective will be to regain market share in Europe. Koskas has set a target of 5 percent market share for Citroen by the end of 2023. Currently, Citroen holds a 4.3 percent market share, which suffered a decline last year due to logistics issues.
Laurent Diot joined Renault Group in 1997 and has held various international management positions in sales, marketing, and business development. He has been the CEO of Renault Portugal and the managing director for Monaco. In 2020, he was appointed as the marketing director for France. Diot joined Stellantis in October 2021 as part of his role at Abarth, which is based in Turin.
Thierry Koskas, who is also the head of sales and marketing for the Stellantis group, assumed the role of CEO of Citroen earlier this year, replacing Vincent Cobee. As part of its plans for growth, Citroen aims to revamp its popular model, the small C3, with a focus on electric-powered versions.
The appointment of Laurent Diot reflects Citroen’s strategy to strengthen its presence in the European market by leveraging his expertise in marketing and communications. With his extensive experience in the automotive industry, Diot is well-positioned to lead the efforts to regain market share and drive growth for Citroen in Europe.
Citroen’s focus on electric vehicles aligns with the broader industry trend towards sustainable mobility solutions. As the world transitions towards a greener future, automakers are investing heavily in electric vehicle technology and infrastructure. By renewing its best-selling C3 model with an electric-focused version, Citroen aims to appeal to environmentally conscious consumers and contribute to reducing carbon emissions.
The appointment of Laurent Diot and the strategic direction set by Thierry Koskas demonstrate Citroen’s commitment to recovering from the sales slump experienced last year. With a targeted market share increase and a renewed focus on electric vehicles, Citroen is positioning itself for success in the European automotive market.
As Citroen implements its plans for growth, it will be essential for the company to navigate challenges such as supply chain disruptions and the increasingly competitive landscape. However, with the right leadership and a strong product offering, Citroen has the potential to regain market share in Europe and emerge as a key player in the electric vehicle market.
