He will take up the role of marketing director later this month and report to Jon Goodman, managing director of Peugeot UK.
Lecoupeur joins from Peugeot Austria where he was director of marketing and quality.
He replaces Christian Stein who oversaw the relaunch of the Peugeot brand in the UK last year for its 200th anniversary, and the recent social media campaign for the limited edition Envy model.
Lecoupeur will be responsible for all marketing and brand strategy for the car marque in the UK, including its push on green vehicles, the launch of Peugeot’s first hybrid car later this year and the launch of the 508 later this month.
Peugeot claims the 3008 HYbrid4 is the world’s first diesel hybrid vehicle.
It also launched the iOn vehicle earlier this year, which Peugeot claims is the first 100% electric car on the market.