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10 FROM THE TOP » ANA THERESA BORSARI, PSA June 2018 | AutoData itself. I am very focused on the custo- mer, I started my career in that area. I always believed in a company focused on the client. When I came back I saw a little of that situation, sort of devas- tated earth, very sad. This was the first challenge then: to redirect the company as a whole, including the dealers, for the customer. Is this the reason why PSA is lower in sales that it could be in Brazil today? The job that I am doing is brand image evolution, of demonstration, with the client’s truth. This is a very substantial job, with a base, there is no communi- cation work enough if the base is not solid. This world where there was a pu- blicity saying I AmThe Best and that’s it, it’s over. With social media and people talking to each other the one who tells the truth is the customer, and this basis job is for delivering to the customers an experience that makes them say ‘Wow, so this is what I’ve got in Peugeot, in Citroën’, and from there build the brand. What is themain objective of this fusion? To raise themarket share of both brands? The objective is efficiencygain andwe do not necessarilyget participationwith that. Wewant to effectively assure coherency in the complementarityof the brands. This move brigs results in amid-term: unifying the administration does not mean that we will sell more. But with a more efficient management in a mid-termwewill have better results for the company. So, you started this job with Peugeot in Brazil and now you are going to extend it to Citroën? Nowadays, the position and the brand construction for Peugeot are very cle- ar, the path is totally traced. Of course that result comes with time andwe can’t accelerate that, because we are in the beginning of the story. In Citroën’s case