Groupe PSA is the multinational manufacturer of automobiles and motorcycles sold under the Peugeot, Citroën, DS, Opel and Vauxhall brands. In late February, the French company announced it will soon re-introduce Peugeot to the North American market.
Larry Dominique, President and CEO, PSA North America, Inc., is our guest on this episode of The Weekly Driver Podcast. Co-hosts Bruce Aldrich and James Raia discuss with Dominique reasons for the iconic vehicle’s return after nearly a three-decade absence.
Dominique cites facts and figures and industry and trends. He explains that after China, the United States is the world’s second-largest car market. The industry is extraordinarily competitive, but Dominique explains Peugeot again realizes it must be sold in North America to correctly be identified as a global brand.
With the announcement, Jean-Philippe Imparato, Peugeot Brand Chief Executive Officer, said:
“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.”
Dominique didn’t offer a time frame or specific vehicles Peugeot will offer in North America. But he did say it will follow industry trends, which likely means an SUV and a hybrid or and electric vehicle.
With its pending North America re-entry, Peugeot will be offered in approximately 160 countries on five continents. The brand sold more than 1.7 million vehicles in 2018.
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