Following PSA Group’s acquisition of a majority stake in Naza Automotive Manufacturing (NAM), the French company has now appointed Laurence Noël as chief executive officer (CEO) of the NAM joint venture in Malaysia. She will also assume the role of senior vice president of ASEAN operations for the Group.

Noël first joined the PSA Group in 1995, and previously held positions in the Powertrain Projects and Programmes division. In 2014, she was tasked with leading the Group’s Powertrain, Platform and Module Programmes department.

In her new role(s), which is based in Kuala Lumpur, Noël will be tasked with accelerating the Group’s development in Southeast Asia, as announced in the Push to Pass plan in 2016. This includes producing and marketing Peugeot, Citroën and DS Automobiles vehicles in Malaysia and other ASEAN markets.

Recapping our previous report, PSA’s investment in NAM will see the implementation of its EMP2 modular platform dedicated to C and D segments – the first models to be produced in Kedah will be the Peugeot 3008 this year (currently sold here as a CBU import) and the Citroen C5 Aircross in 2019.

The NAM plant has been in operation since 2004 and has a production capacity of 50,000 units per annum, backed by 450-person strong workforce. NAM is expected to become PSA’s export hub for the region, with forecast volume of 18,000 units in 2019 and 21,000 units in 2020.