Gerard Houllier wants to throw off Aston Villa's "nice" tag.
Houllier plans to add "bite" to his new team as he aims to turn them into a "winning club".
"The image is that it's a nice club. We want to be a winning club," said Houllier. "A nice, winning club.
"It's a club which is liked in Europe. It has an identity. Aston Villa is known as [being like] Paris St-Germain.
"This club is known to be a good club. I have not met anyone saying it's a bad club. Maybe what the club needs is more ambition, more biting teeth. When you are a good club everything is fine, the comfort is there.
"What we need to do is get out of this comfort zone a bit more and get the results."
