PSA Groupe has set up its North American headquarters in Atlanta, Georgia, and now, it has chosen a brand to return to the United States.
Which brand is it? The automaker won’t say, though for awhile, Opel has seemed like the best candidate. According to a Car and Driver report from Friday, the re-entry into the U.S. is on a 10-year course, though Larry Dominique, president and CEO of PSA North America, said he has PSA CEO Carlos Tavares’ approval to begin the relaunch whenever the market seems ready.
“We’ve chosen a brand, but it’s too early to talk about it,” Dominique said.
PSA includes Peugeot, Citroen, DS, and now, Opel and Vauxhall, both previously General Motors brands. Tavares has made comments in the past that made Opel out to be the most logical choice for the U.S. He acknowledged that many consumers have a negative opinion of French vehicles, and Opel’s German roots would likely be more acceptable.
Of course, Vauxhall could use an export market, since it’s limited to just Great Britain. But, any of PSA Groupe’s brand could easily cross the Atlantic. The automaker already confirmed its next-generation vehicles will comply with U.S. regulations.