When Stephen Norman took over the top job at Vauxhall, he was well aware he had a Herculean task before him as the car brand battled declining sales and a loss of identity.
The brand had positioned itself solely on price but this was “unsustainable”. Parent company Groupe PSA – where Norman had been senior vice-president of sales and marketing – flew him in to turn the performance around.
Norman, who waves his hands when animated and peers over his rounded spectacles to emphasise a point, is unafraid to admit Vauxhall had “lost its way”.
“Our issue isn’t the loyalty of our customers, our issue is getting additional customers from other brands. That’s the job I’ve been sent here to do.” And he admits it is a “massive” task.
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