无障碍说明
New Opportunities behind Back in the Race
Grégoire Olivier has worked in PSA with great passion since seven years ago. Though he has been the director of PSA Peugeot Citroën, the executive vice president, and CEO Asian Operations for more than three years, few people who are active in Chinese auto world could have a chance to communicate with Olivier. As the implementation of PSA's strategy "Back in the Race" and the enhancement of PSA's cooperation with Dongfeng, Olivier will play an active role in Chinese auto world soon.
"I am a football fan. I like French team best. My favorite player is Karim Benzema. "For Olivier, football attracts him so much that he has kept watching the latest news every day despite his busy work.However, Olivier's passion for sport is not just football. He told Tencent Auto he would play tennis on weekends when he was in Shanghai.
"Sport is a very good way to relieve stress and keep healthy."
For this supreme leader of PSA Asian operations, Olivier shoulders heavy responsibilities. Although PSA has developed in China for more than twenty years and Olivier has declared, besides Europe, Asia and China would be the priority in PSA's development, PSA still didn't do a very good job in Asia.
From the disclosed data, the sales volume of PSA in Europe declined sharply because of the sluggish in European market. The number of sales cars in Europe reduced from 2,195,000 in 2010 to 1,628,000 in 2013. However, the sales volume of PSA in China was on a rise. The number of sales cars in China increased from 376,000 in 2010 to 557,000 in 2013, making PSA's market share increase from 3.5% in2012 to 3.8% in 2013. Nevertheless, there was still a big gap between such market share as around 4% and the one that the former CEO, Philippe Varin considered as 8% in Chinese market.
As PSA's important battlefield, apart from Europe, Chinese market plays a crucial role in the "Back in the Race" plan. What's more, Dongfeng's investment in PSA will help to promote the implementation of the "Back in the Race" plan and bring new opportunities to PSA's development in China and in Southeast Asia in the future.
Olivier mentioned in the future PSA would strengthen its cooperation with Dongfeng in every field and they would divide their work by function. Olivier said he would be in charge of the daily operation and business management of PSA and Mr. Liu Weidong would have two roles. One would be about the operational aspect, to supervise DPCA on behalf of Dongfeng to make a bigger DPCA. The other would be on the Asian affairs, to give advice to Dongfeng and PSA's development in Asia with Xuping and other members from the board of supervisors.
The strengthen cooperation between Dongfeng and PSA would be shown not only in functional field, but also the technical level. According to the plan, both sides would build a new research center based on PSA's Asian R&D center. Olivier disclosed many details of the new research center to Tencent Auto. According to his description, the new research center would be bigger and better. And in the future, Peugeot, Citroën and DFPV would own its own separated design studio to make tailored products for their own brands. Meanwhile, the new center would utilize the available suppliers' resources in China to open up a platform for the whole world, especially the newly emerging and the rapidly developing markets.[detail]
Grégoire OLIVIER
Gregoire Olivier was born in 1960. He attended Ecole Polytechnique and got his engineering degree from the Ecole Nationale Supérieure de Mines de Paris and MBA from the University of Chicago. In his early years, he worked in Ministry of Industry as the technical advisor to the prime minister, responsible for industry, energy and the environment. Later, he had worked in companies, like Pechiney Aluminum Unit, American National Can, Alcatel's battery business, and Sagem etc. as the president or CEO. In 2006, he entered PSA. In 2007, he was appointed as the executive vice president of the Managing Board of PSA Peugeot Citroën and the Executive Committee PSA Peugeot Citroën, responsible for programs and automotive strategy. In September 2010, he became the director of PSA Peugeot Citroën, the executive vice president, and CEO Asian Operations.
迈向复兴背后的新机遇
Football

Football

Football is not only one of the most popular sports in the world, but also the most influential one. In a standard football match, there are eleven players including ten players and one goalkeeper . In early 2004, FIFA confirmed that football originated in China, but modern football originated in Britain, with a history of more than 200 years.
Brand Promotion First
In an overseas market like China which plays an important part in the "Back in the Race" plan, PSA should solve the brand positioning problem first.。
In the past, PSA adopted a "double-brand" strategy. On account of the unclear brand positioning of Peugeot and Citroën, internal friction and homogenous competition would arise easily. The former CEO, Mr. Varin once openly declared Peugeot and Citroën's excessively resemblance in brand positioning. He thought such unclear brand positioning seriously hindered the development of PSA. Thus, PSA began to adjust its brand positioning two years ago. Nowadays, in Olivier's view, the core values of the three brands under PSA are quite distinctive.
"Apart from the newly separated brand——DS,people are more familiar with PSA's Peugeot and Citroën. In fact, we are doing the work to separate the two brands clearly all the time. "
"The differentiation between the two brands not only lies in their publicity. It's also very clear in the product's design, project and driving experiences."
Olivier also stressed DS would be a distinctive luxury brand different from other German's luxury car brand. DS would be a French luxury brand defined from the culture of France.
"In the future, our priority of work is still on the brand promotion." When the positioning of brand is clear, how to let more customers understand the image and core value of different brands is the next key point of Olivier's work and the new project remaining to be studied.[detail]
Grégoire OLIVIER Grégoire OLIVIER
Tennis

Tennis

It is a graceful and intense sport. Its history can be concluded in four phases: bred in France, born in Britain, early spread and highly popularized in the United States. Now it prevails all over the world, known as the world’s second largest ball games. The annual four tennis Grand Slam attracts the most attention. The game is usually held between two single players or two doubles combination.
精彩问答
  • 1

    Tencent Auto: What are your hobbies? How can hobbies promote your work?

    Grégoire OLIVIER: I like football and tennis. I have kept a watchful eye on the latest news of the World Cup recently. My favorite team is French team and my favorite player is Karim Benzema. When I was in Shanghai, I played tennis after work. I think doing some sports on weekends is a very good way to relieve stress and keep healthy.
  • 2

    Tencent Auto: The plan "Back in the race" should be the focus of PSA for a period of time. On Asian business, how can the plan be realized? What are the key words?

    Grégoire OLIVIER: In our plan "Back in the race", setting up six regional marketing centers in the whole world is very important. Each of the center will be charged by the group executives. There will be three cores in our future. The first one is customer-oriented. The second one is global. The last is profit-oriented.
  • 3

    Tencent Auto: The brand positioning of Peugeot and Citroën had not been clear for a long time. DS brand also declared its separation not long ago. Do you think nowadays each brand has formed its own character?

    Grégoire OLIVIER: People have been familiar with Peugeot and Citroën of our group. We are also doing the work to separate the two brands clearly. The core value of Peugeot is excellence, emotion and allure and it pays much attention to the drivers' driving pleasure. However, the core value of Citroën is comfort, fashion and technology and it's the family-oriented car. Moreover, DS brand is defined as a high-end luxury brand.
  • 4

    Tencent Auto: As Dongfeng's investment, we also care about PSA's cooperation with Changan, including product launch and resource allocation. What will be the "balancing act"?

    Grégoire OLIVIER: Not long ago, we declared DS would be a separated luxury brand. In fact, the future positioning of DS is a luxury brand. Our cooperation with Changan is only on the DS brand. Besides, Dongfeng also wants to see DS as a separated brand in China and in the whole world develop better in terms of our enhanced cooperation with Dongfeng this time.

Conversable

Low-key Mystery

Nice

Prudent

Gentleman

coffee-aholic

Childlike

Earnest

  • Grégoire OLIVIER
  • Grégoire OLIVIER
  • Grégoire OLIVIER
  • Grégoire OLIVIER
编者按
EDITOR'S NOTE
Different from other car companies’ policymakers, Olivier, as CEO of PSA Asian Operations more than three years, haven’t got many chances to communicate with the media. Therefore, he can hardly be called “a regular under the spotlight”. He is low-key but also leaves one the feeling of mystery. With the curiosity about this mysterious gentleman, I entered his office.
  When I saw him at first sight, I could hardly imagine he has already been in his fifties for I couldn’t find any trace of vicissitudes of life in his face. In the process of shooting during the interview, when the photographer asked if he could take a picture with a QQ toy, he picked up the toy immediately, jokingly held the toy as a baby and gently shook it in his arms, with eyes full of childlike innocence. Our conversation began with the recently hottest World Cup. He told me he liked football and paid close attention to the latest news every day. He had his favorite team and player. After work, he would also play tennis. In his view, sport was a very good way to relieve stress and keep healthy.
  In over half an hour’s communication, he kept smiling and answered every question carefully. When I was reminded that time is just enough for one question, he told he didn’t mind and was willing to answer all of my questions. I was truly admired by his conscientiousness and dedication to work. Under the leadership of this dedicated and conscientious man, the days when PSA becomes more successful will come soon.
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