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.
Comments
hopefully it’s Peugeot as I find the 508 Sedan awesome.
Unless they can undercut price it will be a uphill fight all the way.
Hyundai and Kia have battled to where they are due to lower prices than the segment leaders. People today are often only swayed much by price to change from a model they like.
The French have failed how many times and I expect they will again.
Their best bet is to do CUV models at lower than segment leader prices.
The quality has to be spot on as there is little forgiveness in the market anymore. That has never been a attribute to the French cars.
Scott–You show your age!
Most Millennials have never driven a French car, are unfamiliar with the quality issues. Younger Gen X are I the same position only having the 1980s as context.
Boomers/Older Gen X killed Oldsmobile and have determined the auto landscape for the last 30 years.
The transition to this new reserve of consumers could mean great things for PSA but also Buick, Land Rover and even Chrysler (should FCA invest).
BTW, according to the 2017 report by PSA, they now have two “Automotive Divisions” :
Automotive Division PCD, and Automotive Division OV.
PCD = Peugeot Citroën DS
OV = Opel Vauxhall
BTW, PSA disposes of a number of other brand names which had been bought and assimilated into PSA over the decades:
Panhard, Talbot, Simca, Rootes, Barreiros. And probably also Hillman, Humber or Sunbeam, brands of the Rootes group.
I do have a soft spot for the DS range.