Groupe PSA describes Peugeot as “an iconic, two-centuries-old brand.” With that in mind, the company has named Peugeot as its chosen brand in its move back into the North American market.
The company stated that Groupe PSA will market Peugeot on five continents when it introduces the brand in North America. Groupe PSA further describes Peugeot as a global brand that has seen strong growth and profitability in recent years, which the company notes as a reason that “Peugeot is ideally suited for the North American market.”
This decision is part of a 10-year plan that Groupe PSA announced in 2016 for a North American entry. The company says the plan will “incorporate a range of services and products focused on customer satisfaction.”
That North American entry started when the company in late 2018 introduced its Free2Move carsharing service. The service employs more than 500 vehicles as part of Groupe PSA’s Free2Move brand that provides mobility services with 65,000 vehicles in 12 countries.
“Our decision to bring Peugeot back into North America is the culmination of several years of study and research aimed at which of Groupe PSA’s brands would best serve the customer needs of this market,” Groupe PSA North America president and chief executive officer Larry Dominique said in a news release. “We are taking a pragmatic approach to entering the North American market and are confident that, from the larger ‘mobility services’ revolution currently taking place, to the more fundamental models of retail, service, financing and logistics — we’ll continue to build our plan on careful, scalable solutions.”
Jean-Philippe Imparato, Peugeot brand chief executive officer, added, “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.”