Carlos Tavares

The No. 1 priority is to understand the U.S. consumer, which I know from my Nissan days. But my people don’t.”
On establishing a brand in the U.S.

Carlos Tavares is good at shaking up the auto world. He left the No. 2 spot at Nissan Renault to become CEO of Groupe PSA in 2014, taking the Peugeot, Citroën, and nascent DS brands from near death to a 7.3 percent profit margin with no debt. Then he bought