Lecoupeur joins from Peugeot Austria, where he was director of marketing and quality. He takes up the new role this week, after Stein left for Spain to take over as global marketing director at the Volkswagen-owned marque.
Lecoupeur joined Peugeot in 1998 and has held a number of sales and management roles at the automotive manufacturer. His first task in his new role will be to handle marketing for Peugeot's latest 508 executive vehicle.
Stein joined Peugeot's UK operation in mid-2008 from the company's Belgian office, with a remit to restore the "sex appeal" of the brand at a time when sales were falling.
The first campaign he oversaw was for the DriveSexy 207 and 308 Verve Special Edition models, in which the TV ads, by Euro RSCG, hinted at an illicit affair between a couple singing along to the Elvis Presley track 'Suspicious Minds'.
Most recently, Peugeot launched a "whodunit"-style campaign for its special edition Envy models. The TV, print, radio and online campaign centred on a Peugeot vehicle which had been pushed into a swimming pool, with ads giving clues to the identity of the perpetrator.