Dusson defeats PSA as one-two-master

The exclusive agreement between Dongfeng and PSA derailed Dusen’s “one-and-two-servant” strategy for the Chinese market, ultimately leading to his swift replacement. This move not only undermined PSA’s plans but also exposed a critical misstep in its approach to the rapidly evolving automotive landscape in China. In professional golf, if a player swings and misses the ball entirely, it would be considered an embarrassing mistake. But in the Chinese auto industry, something similar has happened—though far more costly. Citroën, the second-largest European automaker, found itself in a position where its strategic initiative fell flat, much like a missed shot on the green. According to reports, PSA had planned to announce the results of its joint venture with Hafei Motor after the Spring Festival. Both PSA China and Hafei had previously confirmed this to "Global Finance" reporters. However, as of now, no official announcement has been made. The reason? Dongfeng’s recent acquisition of Hafei Motors rendered the joint venture irrelevant, leaving PSA in a difficult position. What makes this situation even more awkward is that PSA’s plan to establish a second joint-venture company in China for passenger cars was effectively nullified by the exclusive contract with Dongfeng. This oversight directly led to the departure of Dusen, who was the driving force behind the Hafei joint venture. A low-level error at such a high level had serious consequences. This outcome highlights how Chinese automakers have learned from past mistakes, especially from the “technology-for-market” deals. They’ve become more capable in managing joint ventures and partnerships, creating a more complex environment for global players like PSA. Dusen's failure wasn’t just a personal setback—it marked a turning point for PSA in China. His successor, Hua Riman, now faces the challenge of cleaning up the mess left behind. According to insiders, the idea of a joint venture between PSA and Hafei is no longer viable, given the new ownership structure of Hafei under Dongfeng. PSA had hoped to expand its presence in China through this partnership, aiming for 1 million sales by 2015. But with Dongfeng now controlling Hafei, the opportunity has vanished. As one insider put it, “There’s no future in this path. It’s best not to proceed.” Despite this, PSA remains committed to the Chinese market. New leadership, including Steve, has emphasized China as a key growth area. However, the failure of the Hafei joint venture serves as a painful reminder of the challenges of navigating the competitive and fast-changing Chinese automotive sector. As PSA looks to rebuild, it must learn from these mistakes and adapt to the realities of the market. The road ahead won’t be easy—but for a company like PSA, staying relevant in China is no longer optional.

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