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52 AD ASKS » BRAZIL SEEN FROM FRANCE December 2018 | AutoData 1 2 3 4 Disclousure/PSA He joined PSA Group in 1989. The executive went through several management positions until being the regional director for the Peugeot brand in Latin America. He was later appointed quality director of the Chinese operation and in 2006, purchasing quality director. In 2008, he became the CEO of PSA Italy, director of international operations in 2010 and vice president of sales and chain development for Europe the following year. In 2013, he became VP of PSA Retail, the manufacturer’s own dealers chain and was designed to the position of global CEO for the Peugeot brand in September 2016. Jean-Philippe Imparato, global CEO of Peugeot brand The events are very expensive, and it is necessary to evaluate what will be the return with each value invested. For example: we were not at the Frankfurt Auto Show this year but we participated in the event in Paris because we wanted to launch a car and send a message to the customers. In short, we need to consider that events are changing and that we can choose to participate in some and not in others. There is an only and simple message for the customer: if you are not completely satisfied with our services, you will not pay for them. This is a key point of our communication, training and remuneration of the dealers. It’s not just a philosophy question, there’s a financial question behind it. The world is changing rapidly and the events too. Take the Las Vegas CES and the Mobile World Congress of Barcelona as example, which are becoming places where the automotive industry introduces new products. We told the subsidiaries around the world: If they understand that the return on investment in shows and fairs is not at the level they wish, they can choose not to participate. So it was a decision of the Brazilian operation not to participate in the Salão do Automóvel de São Paulo this year. But we can be in the next one. We have a strategy designed for the production in Porto Real. Our goal is to have one effective new launch per year with local production in all regions we operate, and this commitment will be respected also in Brazil. Why did Peugeot not participate in the Salão do Automóvel de São Paulo? Peugeot is working more heavily in Brazil on imported vehicles like the 3008 and 5008. When will we have more strong actions to launch a Brazilian product? Is not there a global directive for no longer participate in Auto Shows? What actions has Peugeot been taking to improve its aftermarket image in Brazil? By André Barros