PSA Appoints Its Sales Chief to Revive Vauxhall Unit

January 12, 2018 at 12:12 AM

PSA Group says its chief sales and marketing officer will to take over as head of the company’s struggling Vauxhall unit, effective Feb. 1.

Stephen Norman, 63, also will head Opel operations in Ireland. He will succeed Rory Harvey, who is leaving the company at the end of next month.

Norman’s successor is Alberic Chopelin (pictured). The 41-year-old will oversee sales and marketing operations for all the company’s brands, including Opel and Vauxhall.

Vauxhall’s 9% market share in the U.K. is second only to Ford at 12%. But last year the brand’s sales plunged 22% to 195,100 units, according to the Society of Motor Manufacturers and Traders.

PSA, which acquired Opel/Vauxhall from General Motors Co. in August, has warned that the unit must become significantly more efficient to survive. The French carmaker cut 400 jobs at Vauxhall’s factory in Ellesmere Port, England, last year and says it will trim another 250 positions there.​​​​​​