Stellantis Scraps Plan for USA Peugeot Launch

Stellantis announced today it has scrapped its plan to launch the Peugeot brand in the United States and will instead focus on selling high-margin Jeeps and RAM pickup trucks from its DCA division as well as its Alfa Romeo brand.

Carlos Tavares

While heading up PSA, CEO Carlos Tavares announced that the Peugeot brand would return to the USA by 2025 after decades away, and in 2017 appointed Larry Dominique as CEO of PSA North America. (See: https://citroenvie.com/larry-dominique-to-head-psas-return-to-north-america/)

Larry Dominique

In 2018 PSA announced it had chosen Atlanta, GA for its U.S. headquarters. (See: https://citroenvie.com/psa-group-announces-atlanta-as-us-headquarters/)

The move not to pursue the USA (and presumably Canada) is not surprising as in order to grow its business formed from the merger of PSA and FCA , Stellantis needs to focus on Asian market growth. While Stellantis tries to regain a foothold in China, it is using the launch of the Citroën brand in India to build market share while enhancing FCA operations already established there.

As reality sets in for Tavares with respect to sales worldwide of the more than 15 brands controlled by Stellantis, the possibility that Stellantis will ever bring back Citroën to the North American market is further diminished by today’s announcement.

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