The plan for the French car giant to return to the US was revealed as part of the ‘Push to Pass’ strategy laid out by company boss Carlos Tavares, who described it as “a very significant decision for us”.
Citroën exited the American market in 1974, while Peugeot pulled out in 1991. However, the company has had a corporate presence there up until just three years ago.
PSA is plotting a three-stage comeback which will start in 2017, when it will enter the North American market as a “mobility provider” - essentially providing car-sharing schemes - albeit not necessarily with Peugeot, Citroën or DS products.
It is considering a collaboration with Bolloré Group, an existing strategic partner. The two companies already build a Bolloré-badged electric car at the PSA plant in Rennes, and it is likely that a similar model would be used to reintroduce PSA to North American and enable it to conduct customer research.