Next decade, General Motors will have fresh competition in the United States. PSA Group, the French automaker GM sold Opel and Vauxhall to, has chosen Peugeot to lead its return to North America.
The decision puts an end to speculation over the past two years over which brand PSA would choose to return to U.S. shores. The automaker has already set up a North American headquarters and launched a car-sharing business to understand U.S customers and their preferences. Its next-generation vehicles have already been engineered to meet U.S. regulations as well.
The Peugeot decision also kiboshes any chance for Opel to return to U.S. shores. Previously, PSA executives hinted Opel was the frontrunner to lead the automaker’s return to the U.S. PSA liked the idea of a German brand in the U.S. as it realized consumers may have poor connotations with purchasing a French car.
There’s no exact timeframe for when Peugeot will launch in the U.S., but according to Automotive News (subscription required), the company has narrowed down its launch to 15 states and four Canadian provinces. Previously, PSA targeted a launch no later than 2026 to return to North America. The models Peugeot will offer will initially be sourced from Europe and China.
Peugeot last sold cars in the U.S. in 1991 but left the market after dismal sales performance. In 1990, it sold just 4,292 cars. Today, PSA said the brand’s strong growth and profitability make it the best choice to lead the French automaker’s return to the U.S. and Canada.