The PSA Peugeot Citroen group will from now onwards, be known as Groupe PSA. The rebranding effort is part of the company's "Push to Pass" strategy, the company's mid-term plan for 2016-2021, succeeding the previous "Back in the Race" plan, whose objectives were met ahead of schedule.
The Group's new identity (its previous "PSA Peugeot Citroën" brand dates from 1991) is aligned with the shift in its business model towards a broader portfolio of business activities in a drive to optimise its existing customer base while expanding that base through digital innovation.
It symbolises the vitality of the Group's three powerful automotive brands (Peugeot, Citroën and DS) and all the Group's other current and future businesses. The new corporate identity resonates with the Group's 200-year industrial heritage.
Supporting the rebranding effort is a new logo, designed exclusively in-house by the creative teams of Peugeot Design Lab, a Global Brand Design studio which lends its automotive-based expertise to external brands.
"Push to Pass" represents a first step towards the achievement of the Group's vision to be: "a great global carmaker with cutting edge efficiency and the preferred mobility provider worldwide for lifetime customer relationship."
The strategy will supported by a product blitz that will see 26 passenger cars and 8 light commercial vehicles, including a 1 ton pick-up truck introduced over the next five years. On top these, there will be seven plug-in hybrids and four electric vehicle variants. The plan will all three brands – Peugeot, Citroen and DS, launching at least one new car in each region of the company's business each year.
Based on frugal R&D expenditure and rigorous control over production costs as well as fixed costs, the plan raises the bar for the PSA Group's sustainable performance by setting the following objectives:
Reach an average 4% automotive recurring operating margin in 2016-2018, and target 6% by 2021; Deliver 10% Group revenue growth by 20181 vs 2015, and target additional 15% by 20211.
Commenting on the presentation of the "Push to Pass" plan, Carlos Tavares, Chairman of the Managing Board said: "Based on our financial reconstruction, we will launch a global product and technology offensive. Now more agile, we are ready to shift paradigms by anticipating changes in car usage patterns. Our digital transformation will make the PSA Group a company connected to its customers. With "Push to Pass", we will ensure PSA profitable organic growth."