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PSA Peugeot Citroën has unveiled plans to develop its Heritage activity, according to a company press release.
Heritage encompasses PSA’s rich history, with its brands, products, and industrial and technological expertise. It offers a way of preserving the past and showcasing the different facets of the Group's identity as well as those of the Peugeot, Citroën and DS brands worldwide.
Building on the existing Aventure Peugeot association, which was founded more than 30 years ago, and expanding its areas of focus to include the Group's two other brands, PSA is breathing new life into its history and that of its brands by creating a new association called Aventure Peugeot Citroën DS.
The association will remain faithful to each brand's identity by continuing to organise special events for the general public and car enthusiasts alike under the Aventure Peugeot, Citroën Héritage and DS Collection banners.
Xavier Peugeot, current president of Aventure Peugeot and head of product planning at Citroën, will continue to serve as president.
PSA Peugeot Citroën has demonstrated its commitment to the project by appointing two of its directors - Carlos Tavares, Chairman of the PSA Managing Board and Xavier Chéreau, Executive Vice President, Human Resources - to the association's Management Committee and endowing it with a multi-year, renewable grant.
The association will have a dedicated team of employees who will centralise and coordinate the existing activities with the goal of developing commercial activities in the heritage sector.
Commenting on the plans, Xavier Peugeot said: "By becoming Aventure Peugeot Citroën DS, the association takes on a new dimension and opens up new avenues for the development of activities related to the history of the Group and its brands."
Carlos Tavares, Chairman of the Managing Board of PSA Peugeot Citroën added: "A brand's success lies in the strength of its history, so we must take care of our roots in order to build our future. And as an enthusiast for cars of the past, present and future, I am delighted to play a role in this ambitious project."
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