Biography|Jean-Philippe Imparato — The Day He Took the Peugeot Brand at 75 Grande Armee

People remember the Peugeot revival of the mid-2010s as a Carlos Tavares story told from the top of the group.

On 28 July 2016 PSA announced the chairs that would carry the Push to Pass plan from 1 September.

Maxime Picat left the Peugeot brand for the Europe region and for a seat on the Managing Board.

Jean-Philippe Imparato, then running PSA Retail since September 2013, took Picat's place as brand chief and joined the Executive Committee.

The group press release, archived on the Stellantis media site, is the primary source for both the date and the hand-off.

He arrived weeks before the Paris Mondial, with the new 3008 and 5008 already booked into the stands.

The 2016 registration document printed his name under Peugeot brand on the organisational chart, on the same page as Linda Jackson at Citroën and Yves Bonnefont at DS.

He held the chair until 19 January 2021, when Stellantis moved him to Alfa Romeo and Jackson took Peugeot.

The address is the same building as the 1990 hire. The moment is not.

One is a first contract signed after military service. This one is the day the lion's profit and loss sat on his desk.

Push to Pass had been Tavares's plan since April 2016. Imparato's brief was to keep the brand climbing after Picat's years, not to invent a new company.

The later Alfa assignment tends to overwrite this one. For four years and four months the name on the Peugeot line was his.

Photo: Alexander Migl, CC BY-SA 4.0, Geneva Motor Show 2018.