Americans last caught a taste of PSA in the early 1990s when Peugeot ceased sales in the United States, but the French automaker has been teasing a return to the market for some time now. The strongest piece of evidence it will soon return? It’s begun engineering its cars to comply with U.S. regulations and standards.
That’s according to PSAÂ CEO Carlos Tavares, who told WardsAuto the automaker has a small team in Atlanta, Georgia, to manage North American business operations. PSA has also launched a handful of mobility services in the U.S.
Furthermore, Tavares said the brand PSA plans to re-enter the U.S. market with have already been determined but did not divulge what Americans will be graced with when it does return. It’s possible PSA may place Opels back on American soil after acquiring both Opel and Vauxhall from General Motors earlier this year. However, GM requested a noncompete as part of the sale. The French automaker can not sell cars licensed by GM in North America, China or Russia. The factor does not apply to the Opel Crossland X or Grandland X, however—both cars are built on PSA architecture. PSA in total is comprised of Peugeot, Citroen, DS, Opel and Vauxhall.
In the meantime, PSA isn’t rushing to return to the U.S. but it did note it’s very reliant on the European market. It will also expand to Africa, Latin America, India and Iran.
Comments
I think there’s two things going on here.
1. First and foremost the re-badged Opel/Buicks tie PSA to the US. So they must continue that work so the rebadged Buicks are not affected.
2. Peugeot has always been called a “pug” here which is a derogatory term referring to their historical unreliability. I don’t know if that’s still the case today, but Pugs have always been sold here as the “cheapest” Euro brand car. I think they’re still cheap, because they’re cheaply made.
If Peugeot wants to re-launch into the US they will not only have the regulations to come up to, they might also have the reputation to fix as well.
Peugeot should learn something from GM pulling out of Europe.
GM finally realized that once you get below 6-7% market share in a mature market (Europe), there is no road back without spending $25 billion, which still may not work. Instead, spend the $25 billion in the U.S., China and South America, as well as buy back shares of stock.
The EU needs a master plan for the Global auto industry competing within Europe.
Are you saying the the U.S. isn’t a “mature” market in terms of its automobile industry? I think you’ll find it is mature.
The key benefit in the US market is population growth; “give me your tired, your poor, your huddled masses”… Although the Trump effect may stall population growth beyond birth replacement rates. And not to forget all first world countries and in particular Western democracies have aging populations & retiring baby boomers who don’t need Corvette sport cars and (evidently) big plush Cadillacs. Definitely an “opportunity” for small, fuel efficient cars…although the Japanese brands do excessively well in that part of the market, hence the presence of their factories on US soil.
PSA has now an development center with lots of engineers with US experience. Located in Rüsselsheim, Germany.