Stellantis will not launch Peugeot brand in the US market
- Stellantis, born from the merger of PSA and FCA, has announced that it is cancelling the idea of Peugeot returning to the US market. It will focus on historical local brands such as Chrysler, Dodge, Ram and Jeep to continue the production and maintain its influence in this market. He could however develop the Alfa-Romeo and Maserati brands there, which already have a presence. Alfa Romeo sold 18,581 vehicles and Maserati 5,214 in the USA in 2020.
- No Peugeot model, and even less Citroën, DS or Opel, would have managed to achieve such volumes, given that these brands are almost unknown in this country, as they have never really been marketed (or at very low level).
- Peugeot was initially due to make its return to the USA in 2023, this objective having been defined at the beginning of 2019, but the merger project between PSA and FCA in 2020, then the merger itself in January 2021 have redefined this strategy of conquering the American market by the Peugeot brand. It now seems more rational and wiser to develop the influence of Premium foreign brands such as Alfa-Romeo and Maserati in the US market, which are already known in the country.
- The European brands which are beneficiating a good distribution on the American market are indeed the Premium brands, like BMW, Mercedes, Audi, Jaguar, Land-Rover, Volvo, and the Luxury brands, like Rolls-Royce, Bentley, Ferrari, Maserati, Lamborghini, Aston-Martin. Main stream European brands have no chance of developing there, even Volkswagen is experiencing great difficulties in this market today, although its presence dates back to the 1950s.
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