PSA Group, a leader in mobility solutions, has appointed Samir Cherfan as the senior vice president, sales and marketing for Middle East and Africa, effective July 1.

This new role has been created to support the achievement of the strategic plan ‘Push to Pass’ in the Middle East and Africa region, aiming at delivering 1 million units by 2025.  The role covers the Peugeot, Citroën and DS brands.

Cherfan joins the group with 25 years of experience spanning across the full automotive value chain.
Graduated from Polytech Paris engineering school in 1992, Cherfan joined Renault Group and spent the first 11 years of his career in vehicle engineering. Then he was appointed program director for mid-range sedan and hatchback models. He was instrumental in leading the development of this strategic segment worldwide.   

In 2010, Cherfan was nominated the managing director at Renault Retail Group in Paris. Two years later, he joined Nissan Middle East, first as sales and marketing Director, then as managing director in 2013.

Under his leadership, Nissan has seen significant growth in market share across the GCC countries as well as in Turkey.

In his new role, Cherfan will also be responsible for the strategic development of the company’s operations to take advantage of the growth opportunities in the region.

He will report to Jean-Christophe Quémard, executive vice president, director of Middle-East & Africa region, and member of the managing board at PSA Group. - TradeArabia News Service