The French auto group is closer than ever to a comeback to the US market, a move that is reportedly to be confirmed tomorrow.
There have been many rumours lately pointing out to a return of Peugeot-Citroen to the US market and it seems that the move is finally going to be confirmed tomorrow. According to a “well-placed source”, Automobile Magazine reports that the French automaker has decided to bring its upscale DS brand to North America sooner than everyone expected. Such a move is definitely making a lot of sense, since Peugeot-Citroen completed its turnaround plan way ahead of schedule and now it is back on profit, targeting for a further growth. Therefore, the company has to explore other markets as well, beside Europe and China, and the US is the biggest one for the premium segment, thus the PSA’s DS upscale brand is the right choice.
The automaker’s officials said last month they would detail their international expansion strategy on April 5 and this is why an announcement over the US strategy is expected to happen tomorrow. However, returning to North America will be a challenging task, as the automaker has neither a plant in the region, nor a dealer network. Citroen sold its last car in the United States in 1974, and Peugeot did so in 1991. Citroen unveiled its separated DS lineup at the 2015 Geneva auto show, and launched its first in China in 2016, as well as in Iran.