PSA—the French carmaker behind the Peugeot, Citroën, and now DS brands—has been dropping some very broad hints recently about sending some of its products across the Atlantic. Now company boss Carlos Tavares has confirmed that the group has a 10-year plan that will see it return to the U.S.
Tavares was speaking as he announced PSA’s “Push to Pass” strategy, which will see the group launching a major product offensive intended to turn it into one of the world’s leading automakers and which will include no fewer than 12 new Citroëns, five new DS models, and nine new Peugeots by 2021. Although PSA sells strongly in Europe and in parts of Asia and South America, it has had no formal presence in the U.S. since Peugeot’s ignominious withdrawal in 1991.
Before his move to PSA, Tavares worked as chief operating officer of Renault and head of operations for Nissan USA, so he knows the ground over here. The announcement is a tacit admission that PSA can’t become a global player while ignoring what remains—for now at least—the world’s biggest car market. But the company’s return to the States won’t be rushed. British outlet Auto Express quotes Tavares as saying the company will first study the market by “partnering with firms providing mobility solutions” before offering its own products with the prospect of some local production. This would seem to tie in with our previous report that we’re most likely to see EV models launched here first, with these partnerships most likely formed with car-sharing schemes.
Tavares also has committed PSA to joining the autonomy race, as well, reckoning the company will have “hands-off” autonomy by 2020 and what he called “eyes-off” ability by 2021.
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