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Plotting a Return: PSA Peugeot Citroen Wants Back into the US

Unusual approach would start with car-sharing and mobility programs.

by on Apr.06, 2016

PSA CEO Carlos Tavares previously spent time in the U.S. running Nissan's American operations.

A quarter-century after it abandoned the American market, much to its later regret, France’s PSA Peugeot Citroen is planning its return, according to the maker’s CEO.

But rather than simply opening up a new dealer network, a strategy has had marginal benefits for Fiat, the Italian maker that also quite the U.S. market, PSA is looking at alternatives that could include using mobility and car-sharing programs to establish an American presence, suggested Chief Executive Carlos Tavares, during a presentation to analysts and investors.

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The former second-in-command at French rival Renault, Tavares has been credited with orchestrating an unexpected turnaround at PSA. It is now generating its strongest profits since the turn of the millennium, notes Automotive News, after nearly plunging into bankruptcy just two years ago.

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Citroen Rebuilds Brand With New DS Line

From stodgy to stylish.

by on Oct.07, 2010

The DS4 is the latest entry into Citroen's new brand-within-a-brand.

Few cars are more emblematic of quirky French design than the classic Citroen DS9.  Its sweeping curves predated by decades the coupe-like sedan styling that has become so popular today, and was echoed in the unusual technology within, such as the car’s hydraulic suspension and “champignon,” or mushroom-like brake button.

But these days, Citroen has earned, if anything, a reputation for stodgy, uninspired styling, as well as an assortment of quality issues that have led to a steady decline in sales and share.  Until recently, anyway.

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With the introduction of the new DS4, at this year’s Paris Motor Show, the French maker hopes to continue building momentum started with the earlier launch of its small DS4, the first in what is expected to be a new brand-within-a-brand targeting a decidedly more hip, affluent and youthful buyer than the typical Citroen customer.

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