Is PSA Bringing Peugeot, Citroen, DS, Vauxhall, or Opel to the United States?
The decision has been made, but it’s top secret information for now…by Robert Moore, on
We’ve known for a while that PSA was planning to invade the U.S. auto market and it has, in fact, already done so by kicking off its Free2Move mobility platform in Seattle last year. And, more recently – back in January of 2019 – PSA announced that it had chosen Atlanta, Georgia as it’s home away from home. The next move is adding certain PSA models to various car-sharing services, but PSA has reportedly already chosen what brand it will begin selling in the U.S. first, but we’re not privy to the information quite yet.
When Will We See a PSA Model in the United States?
That means that we could start seeing one of PSA’s brands in the next few years if things play out right.
PSA has decided what brand will come, but it hasn’t informed the general public quite yet. The whole process of U.S. reentry was planned to take some ten years, with the Free2Move mobility in Seattle being the first step and adding PSA models to various car-sharing services the second. The third and final move will be the opening of a branded dealership and to commence sales. While there is a 10-year plan in place, CEO of PSA North America, Larry Dominique, has said he has the blessing of group CEO Carlos Tavares to begin offering cars whenever he feels the market is ready. That means that we could start seeing one of PSA’s brands in the next few years if things play out right.
What Brand Will PSA Bring to the United States?
Peugeot just revamped the 508, and it could easily take on models like the Honda Accord, Toyota Camry, and [Hyundai Sonata
As for what brand is coming, well it could be any of them. Peugeot, Citroen, and DS are all likely bets to make. Some folks in the U.S. will recognize the Peugeot name as some models were sold here in the U.S. into the early 1990s and Citroen did have a presence here, but that ceased back in the mid-1970s. Needless to say, PSA will have to build an all-new brand image here in the States for whatever brand it brings, and that isn’t going to be easy. That’s also why it’s taking baby steps and starting off with car-sharing services first.
Peugeot and Citroen are both viable options, while DS could be more likely just because luxury cars have such a strong foothold here, and technically, DS is a luxury brand by general standard. A lot of folks are clamoring over the fact that PSA could bring Opel or Vauxhall to the States, and it wouldn’t be that hard, but the brands are still too closely related to GM and, when you think about it, why buy an Opel or Vauxhall when you can buy a Chevy instead? Furthermore, there is word of a non-compete clause between GM and PSA since ownership changeover of Opel and Vauxhall took place, so it’s not quite as likely as some might think.
If you had to put money on any brand, you’re probably best to go with Peugeot. The brand has lots of fresh models, and with the Peugeot 3008 and Peugeot 5008 both being redesigned recently, they have the guts to take on the booming SUV market here. Plus, Peugeot just revamped the 508, and it could easily take on models like the Honda Accord, Toyota Camry, and Hyundai Sonata, in some cases, without even trying. And that, my friends, is a key that could unlock the door to the United States of PSA once again.
Read our full review on the 2018 Peugeot 508.
Source: Car and Driver