Citroen Joins Peugeot as PSA Revamps Oz Imports

Sime Darby Motors Group takes over as the Australian importer of Citroen cars as French auto maker PSA Peugeot Citroen consolidates its brands and ends its 18-year import arrangement with Ateco Automotive.

The move follows the global restructuring of PSA operations.

The Citroen brand will join Peugeot Automobiles Australia and Corefleet under the Sime Darby Motors Group umbrella.

Sime Darby Managing Director Rob Dommerson says the addition of Citroen is an exciting development.

“The brand has great heritage around the world and, given the connection of Citroen and Peugeot globally, it made sense to bring the two brands together here in Australia,” Dommerson says in a statement.

While the two brands will operate under one roof, only the back-end functions will be shared. Citroen will have its own sales and marketing teams.

Automotive industry veteran John Startari becomes general manager of Citroen Automobiles Australia operations. Startari has been in the industry for 28 years and boasts retail experience with GM Holden, Mitsubishi, Subaru and Peugeot, and with Proton and Lotus covering technical homologation, aftersales and sales.

Startari’s most recent role was managing director of Malaysian car maker Proton.

He says given the synergies between Citroen and Peugeot, it makes sense in terms of economies of scale to combine the two brands.

“Our focus in the initial phase will be on rationalizing the model lineup, simplifying the pricing structure and building the dealer network, as well as paying particular attention to the DS range,” Startari says.

Citroen will start operations with 20 dealers across Australia and is in negotiations to build the network.