Peugeot Plans North American Comeback

France’s PSA Group says it will begin a push this year to bring the Peugeot brand back to North America around the middle of the next decade.

In a February 26 press release, PSA laid out its plan to boost sales outside Europe by 50 percent by 2021, with the Peugeot brand being the tool it will eventually use to break back into North America.

Peugeot last sold cars in Canada in 1991. Its PSA parent also operates Citroen, Opel, Vauxhall and DS.

In May 2018, PSA North America’s CEO, Larry Dominique, pointed to Canada as a key market for the group’s North American success. That’s down to the Comprehensive Economic and Trade Agreement (CETA) Canada signed with Europe, which went into force in September 2017. It eliminates a 6.1 percent tariff on auto imports and makes Canada an attractive export market for European companies like PSA and its Peugeot brand.

In July 2018, Dominique provided more detail on PSA’s plan for Canada. He said Peugeot sales would begin in Alberta, British Columbia, Ontario and Quebec, which account for 87 percent of Canadian new car sales. Dominique has also said he expects Peugeot cars to appeal to francophone car shoppers in Canada’s Maritime provinces.

While the latest PSA Group release sets 2021 as a target for its 50 percent sales expansion outside Europe, it might be a few more years before Peugeot cars arrive in Canada. Last July, PSA said it was aiming for a 2026 sales launch in North America.

Other PSA brands could make their extra-European debuts sooner. PSA will take Citroen into India and Opel into Russia.

Canada key in PSA Peugeot push 2/26/2019 11:15:02 PM