PSA Peugeot-Citroen Considers Returning To US Market
|   Monday, April 28, 2014
The PSA Peugeot-Citroen Corporation could return to the United States market in the near future, according to Americans from Edmunds in an interview with the CEO of the French group. Carlos Tavares, the new leader of the PSA corporation, says that the possibility of a return to the North American market is not excluded, it being the second market in the world in volume and importance.

The Peugeot 405 was the last model sold by the French group on the market in the United States.

But the return of Citroen and Peugeot models in the United States market will not take place until the two ranges of products will be refreshed and the company will recover from the current financial situation. In other words, PSA will continue to the very end the "Back in the Race" plan proposed by Tavares, which aims to bring the corporation back to profitability.

During his video presentation of his plan, Tavares said, "We know how to make great automobiles, and one evidence of this strength is the fact that the Peugeot 308 has been awarded the 2014 European Car of the Year. And from a quality perspective, from a durability perspective, from a fit and finish perspective, our products are at a very high level, possibly one of the best levels in the industry."

Tavares stated that 3 brands, Peugeot, Citroen and DS, a high end brand developed by Citroen, will be reinvigorated so that they can "operate anywhere in the world". This option is also part of the company's recovery plan.
The PSA restructuring program will require between three and five years, while the French group will reduce its portfolio from 45 models to only 26 models. Reducing the offer, in the context where all competitors are increasing their product ranges, is a way to quickly eliminate poor-selling models, and sell only popular versions of Peugeot and Citroen's products. The "Back in the Race" also provides the Citroen DS model transformation into an independent brand and marks the market offensive in China with Chinese partners from Dongfeng.

Following the formal agreement signed on February 18 this year, the Chinese company Dongfeng and the French state became equal partners in PSA with the Peugeot family, each of the three parties holding a 14 percent stake. Both the French government and the Dongfeng have committed to pay 800 million euros for the 14 percent packages of shares purchased by each of the parties. Since that time, the French group's new plan is to triple supply on the Chinese market by 2020, along with a return to profit in markets like Russia and Latin America.

The Peugeot-Citroen Corporation announced at the time of the transaction with the Chinese from Dongfeng that it will invest heavily in the development of new models, which should bring the brand back in the top ranking sales. These actions will be carried out at the same time, with the development of the network outside of the Old World, an essential movement to achieve sales target.
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