SHERIDAN, WYOMING - December 18, 2025 - Citroën has appointed Aline Germain as the brand's new marketing lead, effective January 1, 2026, as the automaker continues to sharpen its global positioning across electric, hybrid, and mainstream mobility segments within the Stellantis portfolio.
Leadership change signals renewed focus on brand equity and go-to-market execution
Citroën said Germain will become responsible for Marketing Citroën from 1 january 2026, replacing Federico Goyret, who has been appointed to a position to be announced later. The company said Germain will report to Citroën Brand CEO Xavier Chardon, placing the role at the center of strategy-to-market coordination as Citroën competes for attention in a crowded European and global volume market.
"I am very pleased to welcome Aline Germain as Responsible for Marketing of the Citroën brand. Her great experience in marketing and different areas such as content, digital, media and advertising, through different brands of the Stellantis Group and in different markets, will help to reinforce the position and the image of the brand on a global level." said Xavier Chardon, Citroën CEO. "I would like to thank Federico for his professionalism, creativity and his involvement, especially for all the new models launches he perfectly managed within these 2 years spent leading the marketing for the brand. I wish him the best for the future." continued Xavier Chardon.
A mandate spanning customers, partners, and distributors
Germain framed the role as a relationship and ecosystem play-extending beyond consumer messaging to the broader partner network that underpins sales and aftersales performance across markets.
Aline Germain shared: "I am thrilled to rekindle the historical and special bond between Citroën and not only our customers but also our partners and distributors. The brand must reaffirm its DNA: close to people, efficient technology, and that touch of audacity that makes Citroën truly unique.''
For B2B stakeholders-especially dealer groups and distribution partners-this emphasis points to marketing that is expected to support showroom conversion, product storytelling consistency, and more coherent multi-channel engagement across campaigns, launches, and service propositions.
Track record across Stellantis brands and multiple markets
Citroën highlighted Germain's long tenure and cross-brand experience. She began her career at Citroën in 2001 coordinating international advertising and global media. In 2008, she became Citroën's Marketing & Sales Promotion Manager, then moved to the Netherlands in 2016 as Marketing Director for Citroën & DS Automobiles. In 2021, she was appointed Sales & Marketing Manager for Jeep in Enlarged Europe, then became Enlarged Europe Brand Content & Marketing Director for Jeep, and in 2025 moved into the role of Head of Brand Content & Digital for Jeep, Dodge & RAM.
That background aligns with the current marketing reality for global OEMs: balancing local market execution with central brand governance across digital, content, media efficiency, and campaign performance measurement.
Why marketing leadership matters in a transition-era portfolio
Citroën's brand narrative spans entry mobility and city-focused solutions through SUVs and commercial vehicles, with much of the lineup available in electric or hybrid versions. In an environment where buyers weigh total cost of ownership, charging practicality, and product differentiation, marketing teams increasingly operate as growth functions-linking product positioning to lead quality, dealer enablement, and customer retention.
Citroën said it is present in 101 countries and has a network of 6,200 sales and service outlets worldwide, raising the operational stakes for consistency: global brand messaging must translate into local-market relevance without diluting identity.
What to watch heading into 2026
With Germain taking over from January 2026, industry watchers will look for how Citroën evolves its brand messaging across electrified offerings, strengthens partner and distributor alignment, and supports future model and campaign execution at scale. The leadership transition also signals continued movement inside Stellantis as brands refine positioning, channel strategies, and performance levers across regions.
Learn more about Citroën's vehicles and mobility solutions at https://www.citroen.com/en/. (Citroën Corporate Website)