Groupe PSA has confirmed that the Peugeot brand has been chosen to re-enter the North American market–including the U.S. and Canada–marking the first time the brand has been sold in the market for more than 20 years.
The announcement was made during the presentation of FY2018 financial results and the second phase of its strategic plan Push to Pass for the period 2019-2021, Carlos Tavares, Chairman of the Managing board, confirmed the Group ambition to conquer new markets and announced that the Peugeot brand was chosen to enter the North American market.
The group’s brands include Citroen, DS, Peugeot, Opel and Vauxhall. It also provides an array of mobility and smart services under the Free2Move brand. It had previously launched car sharing services under that brand in the U.S.
Peugeot is a two centuries old brand that – when introduced to North America – will be marketed by Groupe PSA on five continents. The global brand that has seen strong growth and profitability in recent years and is seen as ideally suited for the North American market.
Atlanta, Ga., has been chosen for the North American headquarters.
This decision is part of the ten-year plan announced by Groupe PSA in 2016 for a North America entry, which started late 2018 with the service Free2Move Carsharing service introduced in Washington DC. This service, which employs more than 500 vehicles, is part of Groupe PSA’s Free2Move brand providing mobility solutions in 12 countries via 65,000 vehicles.
“Our decision to bring Peugeot back into North America is the culmination of several years of study and research aimed at which of Groupe PSA’s brands would best serve the customer needs of this market,” President and CEO of Groupe PSA North America, Larry Dominique said. “We are taking a pragmatic approach to entering the North American market and are confident that, from the larger ‘mobility services’ revolution currently taking place, to the more fundamental models of retail, service, financing and logistics – we’ll continue to build our plan on careful, scalable solutions.”
“With more than 208 years of history, including two early victories of the Indianapolis 500, Peugeot’s international adventure continues with new territories and new challenges. Our clear positioning as the best high end generalist brand is based on a solid and coherent strategy, which all the teams are eager and proud to bring to the North American customers, with this promise always kept and renewed, to include Peugeot’s Excellence, Allure and Emotion in each of our cars,” added Jean-Philippe Imparato, Peugeot Brand Chief Executive Officer.