DS BRAND: an optimised and value-creating organisation structure | Media DS International

DS BRAND: an optimised and value-creating organisation structure


Following the appointment of Yves Bonnefont as Chief Executive Officer, the DS brand is introducing a tighter organisation structure focused on efficiency and optimisation. To that end, three worldwide departments have been formed:

  • The Products, Development and Profitability Department
  • The Sales and Marketing Department
  • The Brand Experience and Strategy Department

Yves Bonnefont, CEO of DS, announces the organisation of the DS brand and appoints its managing team : “This leaner organisation will focus on functions that will strengthen the position of DS and accelerate its development as a premium brand”.


Three divisions, each with a global scope, compose the new organisation:

- The Product, Development and Profitability Division will be led by Eric Apode from 1 June.

- The Sales & Marketing Division will be under the responsibility of Arnaud Ribault, currently General Manager of the DS Division in the Joint venture Changan PSA Automobiles (CAPSA). He will join the team in autumn 2014, until then, Yves Bonnefont will take charge of the activities.

- The Strategy and Brand Experience of the DS Brand will be lead by Philippe Claverol as from now.


In addition, with effect from 1 June, the Citroën brand Directors worldwide, excluding China, are appointed DS brand Director in addition to their assignment within the Citroën brand.


Robert Chan, who joined PSA Peugeot Citroën on 15 May 2014, has been appointed special advisor to Yves Bonnefont. In his previous professional experience, Robert Chan has worked to develop the Infiniti brand in the United States and China.

Eric Apode, aged 48, is a graduate of the Ecole des Mines de Paris. In 1988, he started his career at PSA Peugeot Citroën and has held a variety of positions, such as Executive Vice President of Dongfeng Peugeot Citroën Automobile (DPCA) and Technical Director, Purchasing and Styling of PSA Peugeot Citroën Asia. From 2010 to 2013, he has served as President of Changan PSA Automobile CAPSA, the joint venture he had founded and led for the development of the DS brand in China. Since 2013, Eric Apode is Program Director of D and E segments for the brands Peugeot, Citroën and DS.

Arnaud Ribault, 41 years, graduate of the Ecole Supérieure de Commerce de Toulouse, spent 8 years in the Swiss subsidiary of the Citroën brand where he held various positions in Sales Management. In 2004, he joined the central division of the Citroën brand and led the import activities for countries such as Greece, Finland, Ireland and Lithuania. From 2006 to 2009, Arnaud Ribault was General Manager of Citroën Sweden and Citroën Russia. Since January 2011, Arnaud Ribault is General Manager of DS in the joint venture Changan PSA Automobiles.

Philippe Claverol, aged 47, graduated from INSEEC Bordeaux. Within the Citroën brand, he has extensive international experience especially in the field of Sales & Marketing. After having acted as General Manager of Slovakian, Japanese and Polish subsidiaries of the Citroën brand, he was appointed Director for Africa, Middle East, Pacific and overseas territories in 2010. Since 2012, Philippe Claverol is responsible for the strategy of the DS line.

Robert Chan has 23 years of international experience in the automotive industry, including 7 years in Japan, 11 years in the US and 5 years in China. After 8 years in Design engineering and Manufacturing, he spent 15 years in Sales & Marketing and Business operation. Robert Chan has the experience of launching several automotive brands operations in China including the launch of the Infiniti network when he managed global policy as well as the development of the Asian Sales company as part of the Global Infiniti operation. Recently, as Renault China Managing Director, Robert Chan launched and managed successfully the Renault subsidiary in China.