“Our decision to bring Peugeot back into North America is the culmination of several years of study and research aimed at which of Groupe PSA’s brands would best serve the customer needs of this market,” President and CEO of Groupe PSA North America, Larry Dominique said. “We are taking a pragmatic approach to entering the North American market and are confident that, from the larger ‘mobility services’ revolution currently taking place, to the more fundamental models of retail, service, financing and logistics – we’ll continue to build our plan on careful, scalable solutions.”
“With more than 208 years of history, including two early victories of the Indianapolis 500, Peugeot’s international adventure continues with new territories and new challenges. Our clear positioning as the best high end generalist brand is based on a solid and coherent strategy, which all the teams are eager and proud to bring to the North American customers, with this promise always kept and renewed, to include Peugeot’s Excellence, Allure and Emotion in each of our cars,” added Jean-Philippe Imparato, Peugeot Brand Chief Executive Officer.
PSA’s initial approach to selling cars again in North America is through mobility. It launched the Free2Move app in Seattle in fall 2017. The app lets customers order and pay for a variety of transportation services, such as ride-hailing or public transit, with one mobile app.
Free2Move also is the brand PSA used to launch a car-sharing service in Washington, D.C., late last year.
