Steve Wass is the new managing director of Peugeot UK – find out how his 25‑year background will steer the brand’s electric push.

Leadership reshuffle at Stellantis UK

Stellantis UK has announced a senior‑level reshuffle that places Steve Wass at the helm of Peugeot UK, while Nicola Dobson moves into a group‑wide role as Marketing Operations Director. The realignment forms part of Stellantis’ broader strategy to streamline multi‑brand management and accelerate its UK electrification agenda.

Steve Wass – experience and new role

Steve Wass steps into the managing director position after a career that has been closely linked with the Peugeot brand since the early 2000s. Over more than 25 years, he has held senior posts spanning sales, aftersales, retail operations and marketing. This breadth of experience gives him a comprehensive understanding of both the dealer network and the customer‑facing side of the business.

Most recently, Wass served as Peugeot UK’s Sales Director and Marketing Director. In his new capacity, he will lead all UK operations for the brand at a critical juncture, as Peugeot expands its range of electrified models and adapts to a rapidly changing automotive market.

Key responsibilities

Oversee the UK retail network and ensure consistent delivery of the brand experience.
Drive the rollout of new electric and hybrid models across the dealership base.
Strengthen the brand’s market position through coordinated sales and marketing initiatives.

Nicola Dobson’s group‑wide marketing brief

Nicola Dobson, who previously served as managing director of Peugeot UK, has been promoted to Marketing Operations Director for Stellantis UK. In this expanded role she will supervise integrated marketing activities across the entire Stellantis portfolio, aiming to make campaign delivery and customer communications more consistent for all its brands.

Dobson’s tenure at Peugeot focused on bolstering the brand’s UK standing and accelerating its transition to electrified vehicles. Her new responsibilities will leverage that experience to harmonise marketing efforts across the group, providing a unified voice in an increasingly competitive market.

Implications for Peugeot’s electrified range

Both appointments arrive as Peugeot UK continues to grow its electric offering. With Wass’s deep sales and marketing knowledge and Dobson’s group‑level oversight, Stellantis signals a clear intent to support the brand’s electric strategy. Dealers can expect coordinated support for new model launches, enhanced training on electrified technology, and marketing programmes designed to attract environmentally‑conscious buyers.

What the changes mean for dealers

For franchise owners and dealership managers, the leadership shift offers a point of continuity. Wass’s long‑standing relationship with the dealer network should translate into familiar processes and clear guidance on product roll‑outs. Meanwhile, Dobson’s role promises more streamlined communication from the corporate marketing team, reducing duplication and ensuring that brand messages are consistent across all sales channels.

Comment from Stellantis UK

"I am delighted to welcome Steve and Nicola into their new roles leading Peugeot UK and our group marketing operations respectively," said Eurig Druce, SVP and Group Managing Director at Stellantis UK. "I want to thank them for their contribution so far to our achievements and wish them further successes in their new roles."

These appointments underline Stellantis’ commitment to a cohesive, electrified future for its UK brands, with experienced leaders steering both the dealer‑facing and marketing sides of the business.

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Who is the new Managing Director of Peugeot UK and how will he drive the brand’s electric push?