French car brand Peugeot left the American market in 1990, and after many attempts at coming back, thanks to the Fiat Chrysler Automobiles (FCA) and PSA Group merger, it's finally happening. Larry Dominique, CEO of PSA North America, confirmed in a keynote at the Center for Automotive Research that Peugeot will return to the United States in 2023, with its own dealership network and online retailing. Let's see what these latest developments mean for the brand and the domestic market.

Stellantis

peugeot 3008
via Peugeot

PSA needed more cash and a solid partner to be able to continue with its plans and compete effectively with other big automakers. FCA, on the other hand, which was late to the electrification game, needed a partner to share and develop electric platforms. So they decided to merge, and that's how Stellantis was born.

Together they represent revenues of over $180 billion and an operating profit margin of 6.5%, which is very good for the automotive industry, finally allowing both companies to rival groups like Toyota, VAG, or GM. Stellantis consists of 14 brands, some of which are not sold in the US, such as DS, Opel, Vauxhall, Citroen, and Peugeot.

RELATED: Fiat Chrysler And Peugeot Agree To $50 Billion Merger Deal

Peugeot

peugeot 5008
via IOL

Peugeot was founded in 1810 as a mill and bicycle manufacturer. It wasn't until 1986 that it started manufacturing cars. Since then, it has become one of Europe's best selling brands and one of the most recognized French companies around the world.

The company began selling cars in the United States in 1958, but it never really went mainstream. Peugeot's small cars and weak engines gave the brand a bad reputation in the US market, and in 1990, after many years of slow sales, they decided to leave the American market. Thirty years later and thanks to the merger with FCA, Peugeot is finally making a comeback.

A Strategic Start

peugeot e2008
via peugeot

There's no official information regarding which models Peugeot will bring to the United States, but it's fair to assume that it will be mostly crossovers such as the 2008, 3008 and 5008, all models in their plug-in hybrid, or fully electric variants.

According to Dominique, the process is already underway, and Peugeot is looking to start in 2023 with dealers. Initially, this will happen in only 15 strategic states, and prioritizing online retailing, since consumers are looking for a simpler, more efficient process.

Source: Center for Automotive Research

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