Global Change Strategies: The Car Industry

PART 1 Introduction - Globalization in the car industry is nothing new. By 1928, General Motors and Ford were making vehicles in 24 countries. The 50s and 60s were the golden age of US and European car makers - but that was challenged by the arrival of the Japanese in the 60s and 70s. Over the decades the car industry has been constantly forced to change in order to survive. An explaination of the modern global car industry.

PART 2 PSA Case Study - By 2014 PSA, owners of the Peugeot and Citroen brands, was in deep financial trouble. It had failed to keep up with the demands of the global market. Its costs were too high, it lacked brand identity, with too many models. In 2016 new CEO Carlos Tavares launched a recovery plan called Back In Race, followed by a company-wide change project called Push To Pass. The plan was to revolutionize every aspect of the business. The key: better focus on customer needs and a move from "car maker" to "provider of mobility services".