PSA Peugeot Citroen is now Groupe PSA and the French automaker has confirmed its plans to re-enter the U.S. market.
Rumored for years now, Groupe PSA made the news official in revealing its “Push to Pass” strategy, which the French automaker is saying “effectively opens a new chapter in the Group’s history.” Groupe PSA includes the Peugeot, Citroen and DS brands and is currently plotting a three-stage comeback that will start in 2017.
The company’s first move will be to enter the North American market as a “mobility provider” with car-sharing services that may not necessarily involve Peugeot, Citroen or DS products. Instead, the automaker is looking into collaborating with Bolloré Group, which is an existing strategic partner. Currently, the two companies manufacture an electric vehicle under the Bolloré name at the PSA plant in Rennes, and it’s a strong possibility that a similar model will be used to reintroduce the brand in the North American market.
The second phase would be to introduce actual Groupe PSA vehicles to the car-sharing service, so long as the company is “successful as a mobility operator.” If the products used in the car-sharing fleet are successful among North American users, Groupe PSA will head into the third phase, which is to sell its own products with local sourcing.
“We will return to North America because we believe this is a place where we can make significant profit for PSA,” said company head Carlos Tavares.
It is believed that Peugeot Citroen will leverage its DS luxury brand to lead the relaunch in North America. Citroen exited the American market in 1974 with Peugeot following in 1991.