Peugeot and the U.S. Market

Peugeot first opened its doors as a family-run coffee mill company in 1810. By 1830 it was manufacturing bicycles and by 1842, coffee grinders. However, Armand Peugeot was interested in automobile manufacturing and began producing cars in 1882. Peugeot’s very first car was a collaboration with Leon Serpollet in 1889. It was a steam tricycle that was too unreliable for mass production. In 1890, they made a better internal combustion car with the help of a Panhard-Daimler engine.

A century later, Peugeot has won five European Car of the Year awards, two Semperit Irish Car of the Year awards, four Car of the Year Auto Europa awards, and nine Car of the Year awards in Spain. It’s a household name in Europe.

It’s also a powerhouse in the rally industry. Peugeot Sport has won five World Rally Championships, two Intercontinental Le Mans Cups, two World Endurance Championships, and three Intercontinental Rally Challenge Championships.

Its lion logo symbolizes the speed, strength, and flexibility of Peugeot.

It’s about time for this car to make a comeback in the U.S., the world’s second-biggest car market.

PSA, Peugeot’s parent company, announced earlier this year that Peugeot will return to the U.S. and Canada by 2026, the first time since it exited the North American market in the early 1990s. Peugeot’s final year in the U.S. was a rough one. The automaker only sold 5,000 Peugeot 505s and 405s, so it came as no surprise to anyone when they decided to abandon the U.S. market. Fast forward to today – the company sells a full line of cars, utility vehicles and vans around the world and have announced that their lineup will be introducing a fully-electric model later this summer.

PSA obviously wants to increase its global footprint in the auto industry, so this announcement makes perfect sense. They have seven years to turn this announcement into reality. And we know from reports that they’re already adapting their next-generation vehicles to comply with U.S. regulations, allowing them to re-enter our market with ease. Also important to note here is the decision to move back into North America comes as PSA is faced with slowing demand in Europe. Sales dropped for a fifth straight month in January 2019 and the uncertainty over a no-deal exit of the U.K. from the European Union as well as the economic slowdown in Italy and Germany are affecting their current car sales.

Now don’t go obsessing over which Peugeot model you’ll buy. As of right now, we don’t know which ones will be available in the U.S. market. However, we do expect the lineup will include hybrids and fully battery-operated electric vehicles. “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,” said the company’s U.S. head Larry Dominique.

While PSA and U.S.-based Peugeot fans are excited about what 2026 holds, there are, of course, some (analysts and competitors) who are a bit wary of this endeavor and think the move is rather risky.

We also know that the U.S.-bound Peugeot vehicles will be built in both Europe and China. PSA is also deploying other brands to new global markets, including Citroën in India and Opel in Russia.

Stay tuned for more information on which French models will actually be available for purchase in seven years. We’ll be sure to keep you posted.


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