Groupe PSA has announced its goal to have new Peugeots on the streets in the USA by 2023.
Peugeot had to leave the U.S. in the 1990s due to poor sales. Today PSA intends to reintroduce the brand to North America.
Their ambitious plan includes launches of new products and electrified powertrains, as well as a 50% increase in sales outside Europe by 2021.
According to PSA’s North America boss Larry Dominique, after the company purchased Opel and Vauxhall (European subsidiaries of General Motors) in 2017, its “level of understanding of the requirements to develop vehicles for North America accelerated dramatically.”
Moreover, Opel headquarters in Rüsselsheim, Germany helps PSA cars to meet U.S. federal standards. This process is underway.
Mr. Dominique believes Peugeot has a better chance to succeed than Citroën or DS also owned by the Group. They want to reintroduce a brand to North America with mid- and full-size models leaning toward crossovers.
There will be a mix of conventional ICE-powered cars and electrified ones. Electric vehicles of the brand will be less than 5% of penetration by 2025.
Nowadays Groupe PSA is present in the USA as a corporate entity with a Free2Move car-sharing service. It was launched in Washington, D.C. in 2018 and currently uses Chevrolet vehicles.
PSA starts incorporating its own cars into the Free2Move fleet, which plans expansion to other metropolitan areas.
As for consumer sales, Peugeot wants to try new sales methods, like Tesla’s online-order playbook, in particular. Customers will be able to buy Peugeots outright, not just lease them or use through ride-sharing and ride-hailing apps.
The U.S. is part of the brand’s ambition to be a true global automaker. It is clear Peugeot will need to sell considerably more cars to cover the costs of making U.S.-compliant models.
So, on its way to America, the French carmaker will have to do something outstanding.
Source: Car and Driver