PSA’s Peugeot Brand To Return To North America

Back in 2016, PSA announced their intentions to return Peugeot to the US and Canada in 10 years, or sooner. The plan still stands but there are issues.

The current issue is dealing with tariffs as the initial offering of Peugeot cars will be sourced from plants in China and Europe. New trade deals are in the works between Washington, Beijing and Brussels.

The fear is obviously costs. PSA CEO Carlos Tavares said that the launch will happen in a “frugal, conservative and profitable way.” Relatedly, he added that the group will use a “creative and disruptive way to distribute our cars.” This slow and steady approach should keep the business sustainable.

It’s been nearly 30 years since Peugeot left our shores. Back in 1991, the economy was struggling which affected new car sales. By 1990, only 4,292 Peugeots were sold which represented an 80% drop from the 1984 stats.

PSA will re-enter the market with poise and rationality. They identified 15 states and four Canadian provinces as top picks for initial points of entry for sales. It’s safe to say here that Ontario, Quebec and British Columbia are part of the four Provinces.

PSA introduced the Free2Move app in select US markets in the last two years. It allows customers to order and pay for numerous transportation services through the one tool. It could be that the first Peugeot/Citroen/DS or Opel cars we see on the roads will be part of a ride-sharing/car-hailing service.