Xavier Chardon Archives

Xavier Chardon has been appointed Chief Executive Officer of DS Automobiles, adding responsibility for the premium French brand to his existing role as CEO of Citroën. The appointment takes effect September 1, 2026, marking a significant change in Stellantis’ management structure for two of its French automotive brands.

Chardon, 55, brings more than three decades of automotive experience spanning France, Europe and China. His career includes senior leadership positions at both PSA and Volkswagen Group, as well as extensive experience in sales, marketing, communications and brand management.

The appointment comes at an important moment for DS Automobiles, which is introducing the new DS N°7, the first replacement for the brand’s best-selling model since DS Automobiles was established.

Xavier Chardon Adds DS Automobiles to His Citroën Responsibilities

Xavier Chardon became CEO of Citroën on June 2, 2025. From September 1, 2026, he will also serve as CEO of DS Automobiles, reporting to Emanuele Cappellano, Stellantis’ Chief Operating Officer for Enlarged Europe.

The move effectively places Citroën and DS Automobiles under a single management structure while retaining their separate brand identities.

For Stellantis, the arrangement creates an opportunity to share resources and expertise between the two French brands without necessarily blurring the distinction between them. Citroën occupies a more mainstream position within the Stellantis portfolio, while DS Automobiles is positioned as a French premium brand with a strong emphasis on design, craftsmanship and technology.

Chardon says the goal is to use synergies where they make strategic sense while preserving what makes each brand different.

A Career Spanning PSA, Citroën and Volkswagen

Chardon’s automotive career began in 1994 when he joined PSA. A graduate of Institut Commercial de Nancy, he initially worked for Citroën in Italy before moving through a series of positions at the brand’s headquarters in France.

His international management career continued in 2001 when he became responsible for Citroën in Denmark. Three years later, in 2004, he moved to Germany to lead the brand there.

Chardon returned to Citroën’s headquarters in 2007 as Director of Marketing, Press and Public Relations. He held that position until 2009, when he became Managing Director of Citroën France.

He remained in charge of Citroën France until 2011.

His next major career move came in 2012, when Chardon joined Volkswagen AG. He initially served as Vice President of European Sales before assuming responsibility for Marketing and Communications in 2014.

In 2016, he was appointed Vice President of Marketing and Customers for the Volkswagen brand.

Experience in China Added Another Dimension

Chardon’s career subsequently expanded beyond Europe. Between 2017 and 2018, he worked for Volkswagen China, where he led the company’s “Project House Digitalization.”

He then took responsibility as Vice President of Sales and Marketing at SAIC-Volkswagen, one of Volkswagen Group’s major joint ventures in China.

The experience gave Chardon exposure to one of the world’s most competitive and rapidly changing automotive markets, particularly in areas such as digitalization, customer experience, sales and new vehicle technologies.

In 2021, he returned to France and became Chairman of the Management Board of Volkswagen Group France.

That position gave him responsibility for Volkswagen Group’s activities in the French market before his eventual return to the Stellantis organization.

Xavier Chardon Returns to His Citroën Roots

Chardon’s appointment at DS Automobiles carries an additional layer of significance because of his earlier involvement with the brand.

According to Stellantis, Chardon was part of the launch of the first DS 3 more than 15 years ago, when DS was still emerging from its Citroën origins.

DS Automobiles has since evolved into a standalone premium brand, developing its own design language, product range and positioning within the Stellantis portfolio.

Now, Chardon is returning to the brand at a pivotal stage of its development.

In a statement following his appointment, Chardon described DS Automobiles as a brand created around the idea of challenging conventions and expressing a distinctive vision of the French automotive industry.

He also highlighted the importance of the new DS N°7 and the need to strengthen the brand’s desirability, uniqueness and longevity.

DS N°7 Becomes an Early Test for the New CEO

Chardon’s appointment arrives as DS Automobiles launches the DS N°7, making the new model one of his immediate priorities.

The DS N°7 represents the first replacement of the brand’s best-selling model since its creation, giving the vehicle considerable importance for DS’s future product strategy.

For a premium brand operating in an increasingly competitive European market, the success of the DS N°7 could be particularly important.

DS Automobiles is attempting to establish a stronger position against established premium manufacturers while also navigating the industry’s transition toward electrification, increasingly sophisticated digital technology and changing customer expectations.

Chardon’s background in sales, marketing and communications could therefore prove particularly relevant as DS seeks to build greater visibility and desirability around its products.

One Management Structure, Two Distinct French Brands

Putting Citroën and DS Automobiles under the same CEO does not mean the two brands will be merged.

Instead, Stellantis is emphasizing the potential for greater cooperation while maintaining their individual identities.

Citroën has traditionally focused on comfort, practicality, accessibility and distinctive design. DS Automobiles, meanwhile, has pursued a more upscale proposition centered on French luxury, design and craftsmanship.

The challenge for Chardon will be to identify areas where the two organizations can work more efficiently together without weakening the positioning of either brand.

That balance will become increasingly important as Stellantis manages a broad portfolio of brands across Europe.

Xavier Peugeot Moves to Jeep Europe

Chardon succeeds Xavier Peugeot as CEO of DS Automobiles.

Peugeot has been appointed Head of the Jeep brand in Europe, a newly established position reporting directly to Emanuele Cappellano, Stellantis’ COO for Enlarged Europe.

Peugeot will also retain his responsibilities as Stellantis Head of Heritage.

His move to Jeep gives Stellantis another experienced executive in a strategically important area, particularly as the company works to strengthen Jeep’s position in the European market.

A New Chapter for DS Automobiles

For Xavier Chardon, the DS Automobiles appointment represents a return to a brand he helped shape during its early years while also giving him the opportunity to influence its next phase.

His career across Citroën, PSA, Volkswagen and the Chinese automotive market gives him experience in several areas that will be crucial to DS Automobiles: international sales, marketing, digital transformation, customer strategy and brand positioning.

The immediate challenge is clear. DS needs to turn its distinctive French identity into stronger commercial performance while continuing to differentiate itself in an increasingly crowded premium automotive market.

With the DS N°7 now taking center stage, Chardon’s first major task will be to establish the model as a successful successor while building momentum for the wider DS lineup.

At the same time, his dual responsibility for Citroën and DS Automobiles gives Stellantis an opportunity to extract efficiencies between the two brands while keeping their individual identities intact.

As Chardon put it, the objective is to write the next chapter of DS Automobiles while taking its French creativity, design and expertise further.

Xavier Chardon and DS Automobiles: Key Facts

New role: CEO of DS Automobiles
Effective date: September 1, 2026
Existing role: CEO of Citroën
Reporting to: Emanuele Cappellano, Stellantis COO, Enlarged Europe
Previous DS CEO: Xavier Peugeot
New DS priority: Launch and commercial success of the DS N°7
Previous employers: PSA/Stellantis and Volkswagen Group
International experience: France, Italy, Denmark, Germany and China
Career start at PSA: 1994
Volkswagen Group: Joined in 2012
Chairman of Volkswagen Group France: From 2021

Source: Stellantis

Citroën, the French automaker long known for its quirky charm and left-field innovation, is preparing for a major reboot. In December, the brand will host an event in Paris that promises to define its future design language and brand direction—an overdue move as the company searches for clarity in a crowded and electrified market.

At the helm is new CEO Xavier Chardon, a veteran executive who rejoined Citroën from the Volkswagen Group earlier this year. For Chardon, the mission is simple but ambitious: remind the world what makes a Citroën a Citroën.

“There is confusion around the brand,” Chardon admits, “but we are still capable of innovation.”

A Return to Roots—Without Nostalgia

Among Chardon’s first initiatives is a project that aims to revive the spirit of the 2CV, the humble postwar people’s car that became a French icon. While enthusiasts might dream of a retro revival, Chardon insists this is less about a reissue and more about rediscovering purpose.

“The 2CV was part of French culture,” he says. “Its mission was to democratize mobility—to give people freedom. It’s my duty to carry that brief into 2025 and 2026, because it’s super important to make individual mobility affordable again.”

That doesn’t mean a modern 2CV is imminent. Chardon stresses that the project is philosophical for now—“a mantra” rather than a model. The goal is to apply the 2CV’s ethos to future vehicles designed for the realities of 2026 to 2030: lightweight, efficient, and accessible mobility.

“It was the first experience of freedom,” he adds. “We have to reinvent that freedom for a new generation.”

A Simplified Lineup, A Sharper Focus

When asked about Citroën’s upcoming range, Chardon takes cues from Tesla’s minimalism. “You can have success with just two models,” he notes. “It’s not about quantity—it’s about clarity.”

The focus remains on the B- and C-segments, where Citroën has historically thrived. Expect the brand to double down on what it knows best: clever packaging, comfort-first interiors, and value-driven design.

He also drew comparisons between the Fiat Grande Panda—a platform twin to the new Citroën C3—and the Citroën’s more pragmatic approach. “The Fiat connects more directly to its DNA,” he concedes, “while the C3 is focused on space and comfort. Offering that space is super important for us.”

Still an Innovator

Despite its current lineup being less flamboyant than its heritage, Chardon points to the Citroën Ami, the minimalist two-seat EV, as proof that the company’s inventive streak is alive and well.

“The Ami shows we’re still true innovators,” he says. “It redefines what urban mobility can be.”

At the other end of the lineup, the C5 Aircross has been repositioned as Citroën’s flagship—a reflection of market reality. “The fact that our flagship is now an SUV rather than a sedan simply mirrors where customers are today,” Chardon explains.

A European Revival Through Small Cars

Chardon also sees opportunity in the European Commission’s proposed “E-car” category, which could relax regulations and revive the segment for smaller, affordable vehicles.

“This could democratize cars again,” he says. “Europe lost two million vehicles post-Covid—about one million of them were under €15,000. That’s a huge gap in accessibility.”

Regulations, rising costs, and pressure to reduce emissions have priced many buyers out of the new-car market, pushing them toward used vehicles and slowing fleet renewal. Chardon believes an affordable, Europe-built electric city car could help reverse that trend.

“Something close to Japan’s kei cars—affordable, electric, and made in Europe—makes sense,” he argues. “It fits perfectly within Citroën’s footprint. You don’t have to look far back—the C1 was a great example. I hope we can build those cars again.”

Clarity Through Character

Citroën’s path forward, then, is less about chasing trends and more about rediscovering its core character: accessibility, comfort, and human-centric design. Chardon’s challenge will be turning that philosophy into cars people actually want to buy—without losing the eccentric edge that once made Citroën a cult favorite.

December’s event in Paris may not deliver a new 2CV, but it could mark the start of something equally important: a brand reclaiming its identity in an era that desperately needs fresh ideas.

Source: Autocar

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Xavier Chardon Takes the Helm at DS Automobiles