PSA Citroen
Business strategy file: PSA Peugeot Citroën
History of PSA Peugeot Citroën
PSA (Peugeot Société Anonyme) was founded in 1966 by the Peugeot family in order to be the holding of the Société des automobiles Peugeot. This company was founded in 1810 originally producing wind Moulin, but then focusing on the car sector in 1891, becoming one of the first company of the world in this sector. It officially became Société des automobiles Peugeot in 1896.
PSA will become PSA Peugeot Citroën in 1976 after the acquisition of Citroën from Michelin in 1974. Right after this acquisition PSA will launch a new series a Citroën cars, the Citroën LN using the technology available from the Peugeot brand. Following good results and good management, PSA decided to acquire Chrysler France in August 1978, who represented 4,5% of the European market at that time, then becoming the first car manufacturer in Europe and the fourth worldwide.
At the beginning of the 80’s, facing a difficult rebirth of the brand Talbot (former Chrysler France) and facing issues with their other brands Peugeot and Citroën due to the consecutives Oil Shocks in the 70’s, PSA announced 7371 cut jobs (9% of the total labour). Facing high costs and a lost in competitiveness, PSA decided in 1984 to hire Jacques Calvet as a CEO in order to restructure the group.
Jacques Calvet from 1984 to 1997 When Jacques Calvet arrived in 1984, his main goal was to develop the synergy between the brands in order to benefit from the knowledge of each and start benefiting from possible important economy of scale and maintain competitive prices.
His will is to develop project on the same basis for the three brands in order to limit the production costs. But he will mainly focus on Peugeot and Citroën, the historical brands, leading to the vanishing of the brand Talbot in 1986, sign of the failure of the acquisition of Chrysler France.
Until 1997, the two brands Peugeot and Citroën will
History of PSA Peugeot Citroën
PSA (Peugeot Société Anonyme) was founded in 1966 by the Peugeot family in order to be the holding of the Société des automobiles Peugeot. This company was founded in 1810 originally producing wind Moulin, but then focusing on the car sector in 1891, becoming one of the first company of the world in this sector. It officially became Société des automobiles Peugeot in 1896.
PSA will become PSA Peugeot Citroën in 1976 after the acquisition of Citroën from Michelin in 1974. Right after this acquisition PSA will launch a new series a Citroën cars, the Citroën LN using the technology available from the Peugeot brand. Following good results and good management, PSA decided to acquire Chrysler France in August 1978, who represented 4,5% of the European market at that time, then becoming the first car manufacturer in Europe and the fourth worldwide.
At the beginning of the 80’s, facing a difficult rebirth of the brand Talbot (former Chrysler France) and facing issues with their other brands Peugeot and Citroën due to the consecutives Oil Shocks in the 70’s, PSA announced 7371 cut jobs (9% of the total labour). Facing high costs and a lost in competitiveness, PSA decided in 1984 to hire Jacques Calvet as a CEO in order to restructure the group.
Jacques Calvet from 1984 to 1997 When Jacques Calvet arrived in 1984, his main goal was to develop the synergy between the brands in order to benefit from the knowledge of each and start benefiting from possible important economy of scale and maintain competitive prices.
His will is to develop project on the same basis for the three brands in order to limit the production costs. But he will mainly focus on Peugeot and Citroën, the historical brands, leading to the vanishing of the brand Talbot in 1986, sign of the failure of the acquisition of Chrysler France.
Until 1997, the two brands Peugeot and Citroën will