DS has appointed Alain Descat to the newly created role of UK managing director.
Descat, who is currently DS brand development director for Belgium, the Netherlands and Luxembourg, will take up the position on 3 April.
Descat, 40, was born in Bordeaux, France, and is married with two children. He graduated from ESSEC Business School and has worked for PSA Group since 2001.
He has held a number of sales and marketing roles for Peugeot importers in Mexico and Central America, Northern Europe, and most recently in Amsterdam.
He was also strategically involved in the company’s digital transformation, creating a PSA Group ‘digital factory’ in the Benelux combining all three PSA Group brands’ operational requirements.
Since 2016, Descat has been dedicated to DS, which formed as a separate brand in 2014.
DS says that Descat’s appointment comes at a key time for the company with the launch of the DS 7 Crossback SUV, the first entirely new model developed by DS since it became a separate brand.
