PSA Readies Vehicles for Return to U.S. Market

PSA Group is engineering its next generation of vehicles to meet U.S. safety and emissions regulations as part of the company’s plans to re-enter North America.

Within four years PSA will be able to “push the button, if we decide to do so, in terms of product compliance vis-a-vis the U.S. regulations," CEO Carlos Tavares t reporters. But he reiterates the company is “not in a hurry” and will take its time introducing vehicles in North America.

Last year PSA announced its “Push to Pass” strategic plan—including launching 26 new or redesigned cars by 2022—to expand beyond Europe, where it generates about 60% of its sales.

Tavares says PSA has created a small team to manage future U.S. operations, which initially include several ridesharing and other new mobility partnerships. He also says the company has decided which of its brands—Peugeot, Citroen, DS and Opel—will enter the U.S. first but isn’t ready to announce them.

Citroen and Peugeot last sold vehicles in the market in 1974 and 1991, respectively. Earlier this year the French company acquired General Motors Co. Opel/Vauxhall operations in Europe for about $2.3 billion.