PSA Targets 15 Import-Friendly States for U.S. Sales Debut

PSA Group has identified 15 U.S. states with demand for imported cars as likely entry points when it launches sales in North America in 2026.

Larry Dominique, CEO of PSA’s North American operations, tells the Automotive Press Assn. in Detroit that he is targeting a group of “import-receptive” states that account for more than 60% of import volume in the U.S.

He mentioned 14 of the 15 target states: Arizona, California, Florida, Georgia, Illinois, Maryland, Massachusetts, New Hampshire, New Jersey, New York, North Carolina, Texas, Virginia and Washington.

PSA, whose regional headquarters are in Atlanta, also is targeting four Canadian provinces—Alberta, British Columbia, Ontario and Quebec—that generate nearly 90% of Canada’s imported car business.

He notes that PSA may launch sales only in Canada if the Trump administration implements hefty tariffs on foreign-built vehicles. Last year Canada and the European Union finalized a free-trade agreement.

Dominique reiterates that PSA is in the early stages of a 10-year plan to resume car sales in North America, a market it left in 1991. Last autumn it introduced its Free2Move app, which helps users access and pay for a variety of transportation options through a single platform.

Free2Move will add a car-sharing service a few weeks from now, using a fleet of about 600 non-PSA brand vehicles. The French carmaker has begun exploring variations in the traditional dealer retail network. Dominique says PSA also is studying non-dealer options.