Groupe PSA is strengthening its presence in the Middle East with a view to expand operations in the foreseeable future. As part of its strategy, the automobile giant has appointed Sridhar Govindarajan as Head of Quality and Training.

Reporting directly to Peugeot’s Managing Director for the region, Rakesh Nair, Sridhar Govindarajan will supervise all aspects of customer care and product quality, in addition to learning functions for Peugeot’s network of retail importers across the GCC.

Sridhar Govindarajan

Sridhar Govindarajan, new Head of Quality & Training at Groupe PSA GCC.

Groupe PSA's new Head of Quality and Training is ideally suited for the position, having spent more than 25 years in the global automotive industry.

Sridhar Govindarajan will play a key role in PSA’s ‘Push to Pass’ strategy of which the core focus is customer experience. The Push to Pass plan is Peugeot’s first step towards becoming a global carmaker on the leading edge of efficiency. PSA also aims to be a force to be reckoned with in the area of mobility services.

The Group plans to take up the major challenges facing the automotive industry, and accelerate the implementation of projects that transform growth and efficiency, particularly in digital technology. Peugeot wants to see a 50 percent increase in sales outside Europe by 2021.

Sridhar Govindarajan, newly appointed Head of Quality and Training, commented on his appointment, saying, “Peugeot is committed to offering the very best experience to its customers – both new and existing – and it is our priority to ensure that every single brand touch point our customers come into contact with are positive experiences. I know that Peugeot has a strong and dedicated team of retailers here in the GCC and I look forward to working with them to deliver a truly unforgettable Peugeot experience for consumers in the region.”

Peugeot vehicles

Peugeot is seeking to implement its 'Push to Pass' strategy in the Middle East, while also aiming to expand into newer markets with its modern range of vehicles.

Govindarajan has more than 25 years of experience in the automotive industry. His recent position was at Nissan India, helming the TCS (Total Customer Satisfaction) division of the Japanese automaker. He has also worked with Nissan Middle East for over 15 years as Director responsible for TCS, Research and Development, Technical Training and Customer Call Centre management. Such diverse roles over the span of his career make Govindarajan ideal for the new position at Peugeot.

Groupe PSA has been making an aggressive comeback in the region with a focus on Peugeot and has experienced a significant period of growth. The brand posted record-breaking sales in Q1 2019, achieving an astounding 143 percent growth for the same period year-on-year. The French carmaker also reported a 60 percent year-on-year growth for the first half of 2019 as compared to 2018.