Supply chain services giant Ceva Logistics has recently made a strategic move by appointing Yves Laforgue as the new North America coordinator. Laforgue, who came on board last year through the acquisition of France-based Bolloré Logistics, will play a crucial role in aligning regional operations with management’s vision. This decision comes as part of a broader restructuring effort within the organization to capitalize on upcoming investments by parent company CMA CGM Group and improve profit margins.
CEO Mathieu Friedberg announced the restructuring in a memo to employees, highlighting Laforgue’s new responsibilities in overseeing the North American organization. Laforgue will also continue his duties as CEO for Ceva Logistics Air & Ocean North America, demonstrating his dual role in driving the company forward.
The acquisition of Bolloré Logistics in February 2024 for $5.2 billion marked a significant milestone for CMA CGM as it aims to transform into a vertically integrated logistics services provider. With plans to invest $20 billion over four years in U.S. ocean, air cargo, and warehousing operations, CMA CGM is positioning itself for growth and expansion in the competitive logistics industry.
As a result of these investments and strategic initiatives, Ceva Logistics has become the fifth largest global logistics service provider by gross revenue. The company is focused on achieving profitable growth, modernization, and efficiency, as well as prioritizing its people to drive success in 2025.
Friedberg emphasized the importance of repositioning the NORTAM organizational structure to enhance efficiency, agility, and cohesion. By streamlining governance, accelerating decision-making, and increasing agility, Ceva aims to better serve its customers and support its teams on the ground.
In his new role, Laforgue will work towards aligning regional initiatives across products and functions, representing the company to public authorities, and supporting global customers. His mandate includes simplifying governance, speeding up decision-making processes, and making Ceva more responsive to customer needs.
Despite the organizational changes, Alison Jahn, head of marketing and communications for Ceva North America, declined to comment on the developments. Laforgue’s extensive experience, having spent 30 years as an executive at Bolloré Logistics, including as CEO of the Americas, positions him well to lead Ceva Logistics in this new phase of growth and integration.
Over the past 18 months, Ceva has been working on integrating Bolloré under its brand, a process that involves aligning operations, systems, and cultures. With Bolloré’s extensive reach across 148 countries and expertise in air and ocean freight management, contract logistics, multimodal transportation, and e-commerce logistics, Ceva is poised to strengthen its position as a leading player in the global logistics industry.
Overall, the appointment of Yves Laforgue and the restructuring of the North American organization signal Ceva Logistics’ commitment to driving growth, efficiency, and customer-centricity in a rapidly evolving market. By leveraging the expertise and resources of parent company CMA CGM and integrating Bolloré Logistics, Ceva is well-positioned to capitalize on opportunities and deliver value to its customers and stakeholders.
