Peugeot will ultimately not return to the US market, as the lion brand envisioned a few years ago, according to Automotive News information confirmed on Tuesday by Stellantis.
Read also: Peugeot unveils its new logo
Peugeot's parent company has just joined forces in the Stellantis group with the Fiat-Chrysler (FCA) group, which is very well established in the United States with Jeep, Dodge, Chrysler, Ram, but also Alfa Romeo and Maserati.
Peugeot had however been chosen by PSA to return to the second largest car market in the world, according to a strategic plan prepared in 2016. Thirty years after its departure precipitated by catastrophic sales, the brand kept a certain aura among fans of racing cars, after its three victories on the legendary Indianapolis circuit.
"Different context with Stellantis"
At the beginning of January 2021, the former boss of PSA and new CEO of Stellantis Carlos Tavares did not rule out the return of a brand like Peugeot in the United States, but already announced that he preferred initially to
"dig the furrow"
of brands that sell well there.
But
"the context is different with Stellantis,"
said a spokesperson for Stellantis on Tuesday.
“The international footprint of the group is now different.
The group has brands already established in the United States that must be revitalized ”
, such as Chrysler, or like Alfa Romeo,“ which has potential ”.
To read also: Peugeot 508 “Peugeot sport engineered”, the French exception
Larry Dominique, in charge of Peugeot's American strategy, has just been appointed head of Alfa Romeo for North America.
This decision is not final
"but the priorities have changed,"
said the spokesperson.
