Want to buy a Peugeot or Citroen?
As previously reported, the PSA Group is serious about entering the highly competitive North American market, but it must go about doing so with careful business precision. Setting up a dealership network in all 50 US states and throughout Canada is not only expensive, but also not advisable.
Certain parts of both countries are likely more willing to buy a new Peugeot or Citroen than others, so it’s up to PSA, which recently acquired Opel and Vauxhall from GM, to narrow down those regions. According to Automotive News Europe, PSA Group is looking at 15 states and four Canadian provinces as possible entry points for North America.
CEO of PSA Group North America Larry Dominque revealed to a few reporters the focus is currently on the following 14 states (the 15th was not revealed): California, Texas, Florida, New York, Illinois, New Hampshire, New Jersey, Arizona, Washington, Massachusetts, Virginia, North Carolina, Georgia and Maryland.
"Those states are of the most interest to me at this point in time because they're high volume and import receptive," he said. For Canada, PSA is looking at the following provinces, which represent 87 percent of Canadian sales: British Columbia, Alberta, Ontario, and Quebec. The last time a Peugeot was sold in the US was back in 1991. This time around, however, Peugeot is part of PSA, so the variety of French vehicles available to North Americans would greatly increase. If all goes to plan, it’ll begin selling cars again in North America in 2026.
In the meantime, more staff needs to be hired for its North American headquarters in Atlanta, Georgia, a dealership network needs to be established, and further roll out its Free2Move app that debuted in Seattle last year. This all-in app allows users to order and pay for transportation services like ride-hailing and even public transport. Above all, PSA needs to figure out how to convince Americans to buy French cars, which previously didn’t have the best quality reputation.