Stellantis suspends Peugeot's plan to return to the United States
According to foreign media reports, Stellantis has suspended the Peugeot brand's plan to return to the US market, saying it hopes to focus on 'existing brands' in North America.
The last time Peugeot sold a car in the United States was in the early 1990s. After PSA and FCA announced the merger in December 2019, Peugeot’s US comeback plan was questioned, and the combined geographic coverage of the two companies became wider.
Peugeot 3008 SUV (picture source: Peugeot)
On March 5th, Larry Dominique, an executive who has led PSA's US business since 2017, was appointed as the North American head of the Stellatis Alfa Romeo brand. On March 6, a Stellatis spokesperson said: 'The new background of Stellatis Group's strong presence in the US market has led us to develop our existing brands. This is why Larry will develop Alfa Romeo in this market.' /p>
Dominique has been preparing for the recovery of the Peugeot brand in the United States for more than 4 years, focusing on establishing a distribution channel, avoiding expensive stores, and using technology to assist consumers in arranging vehicle delivery and pickup. Service. This return to the North American market is part of PSA's 2016 'Push to Pass' mid-term plan, which lasts for ten years. Early plans focus on the short-term rental business of the Free2Move brand.
Stellantis CEO Carlos Tavares sought to reduce PSA’s dependence on the stagnant European market, preparing for a potential US comeback, using the professional capabilities of Opel’s German Engineering Center to secure new PSA models Welcomed by the market. People at least saw a Peugeot 508 fastback sedan on the streets of the United States. But in recent years, with PSA acquiring GM Opel/Vauxhall in 2017, and sales in China have fallen sharply, this dependence has only increased.
Giulia (picture source: Alfa Romeo)
The merger with FCA has enabled Stellattis to have a more balanced product lineup in Europe and the United States. Among them, SUVs and pickups under the Jeep and Ram brands are very popular in the United States, creating high profits.
Alfa Romeo has shown its edge in the United States. In 2020, the brand's sales rose 1.6% year-on-year despite the decline in the overall auto market, but the sales of Giulia sedan and Stelvio crossover were lower. Two new crossovers are expected to boost sales soon.
It is worth mentioning that in an interview in December 2020, Tang Weishi praised Dominique and his team's work in the United States, saying that the ideas they generated have been applied to the entire Stellattis group, 'We (PSA) ) The North American team in Atlanta is preparing to return to the US market. They have brought us many ideas in logistics, maintenance, distribution models and marketing communications. No matter what decision we make in the Stellatis Group, all these ideas It will improve the way we go public and operate.'
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