Meeting with Alain Favey, CEO of PEUGEOT

October, 2025

3 minutes read

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PEUGEOT Magazine met Alain Favey, CEO of PEUGEOT since February 2025 and conductor of the Lion brand's strategy. Behind the launch of the New E-208 GTi, he embodies the direction set for the years to come: panache, sensations, and impeccable product and service quality. We met a leader who is already thinking ahead to 2030 and the role the brand must play in more sustainable mobility.

Born in February 1967 in L’Isle-Adam in the northern suburbs of Paris, Alain Favey grew up “in a middle-class family, with a father who began his career at the Poissy factory as a worker, before becoming a manager at Ford.” Automobiles have always been part of his daily life: “I still remember the launch of the Fiesta as if it were yesterday,” he sums up with a smile.

After starting his career as a product pricing manager at Citroën in 1991, he became one of the group's youngest subsidiary managers in Denmark in 1997. "It was completely new at the time to send a 30-year-old kid with very little experience to become head of a country," he recalls. A challenge he took on with panache: his induction speech in Danish, learned phonetically by heart, earned him a standing ovation. This was followed by many years at the Volkswagen group, where he headed the Škoda and Bentley brands, among others. "Managing a brand requires a lot of rigor, a lot of attention, and a lot of love for the brand."

In February 2025, he took the reins of Peugeot with a clear ambition: to grow the brand and strengthen its position within the European automotive industry. “Peugeot currently sells around 1.1 million cars worldwide. We want to reach 1.5 million by 2030.” In Europe, the objective is to increase market share from 5.7% to 7%, whilst accelerating international development in South America, the Middle East, and Asia.

To succeed, he focuses on Peugeot's DNA: "Panache, driving sensations, and quality. Peugeot is a French brand, rooted in the integrity of the Montbéliard region and elevated by a unique charisma that defines its identity. Above all, it's a brand that must deliver driving pleasure and offer impeccable quality." It was he who, upon his arrival, relaunched the E-208 GTi project: "The New E-208 GTi isn't just a product - it's a statement: to show that electrification can rhyme with passion and sensations."

A direction that requires both high standards and an entrepreneurial spirit, Alain Favey describes his management style as "participative." "My role is to set the main strategic directions, but I give the countries and teams a great deal of freedom." With one priority: "To show our customers that we are close to them, that we solve their problems when they arise."

His day-to-day work is divided between the Poissy headquarters, where he manages business and country performance, and the Vélizy design centre, where he works with design and engineering on the products of tomorrow. "My life as brand manager is focused around 2028-2030: my job is to define what PEUGEOT will be in five years."

Despite a busy schedule, Alain Favey remains faithful to a few roots: family, nature, and the mountains. "I like hiking, spending time in France or Austria where I have family."

It is precisely whilst talking about his family that Alain Favey concludes the interview, expressing his mission: to prepare Peugeot's future and support the transition to low-carbon mobility. "We have a role to play in ensuring that today's happiness is sustainable and benefits future generations."