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PSA Lays Out 3-Stage, 10-Year Roadmap for U.S. Return

CEO calls for “100% electrified” line-up by 2025.

by on Jan.19, 2018

PSA CEO Carlos Tavares has been credited with turning around the near-bankrupt French company.

After a 26-year absence from the North American market, French automaker PSA Group is formalizing plans to reenter the market, though in a series of interviews and appearances in Detroit this week, CEO Carlos Tavares made it clear he’s not in a rush.

With the once nearly bankrupt automaker now flying high in most of its other markets, Tavares outlined a three-stage process that will take as much as a decade to complete. In the meantime, he is focusing on several other critical endeavors, including the revival of the Opel/Vauxhall operations PSA purchased from General Motors last year, as well as a plan that call for the company to have 100% of its products electrified by 2025.

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“When we go into a country we try to be really cautious,” Tavares said during a Thursday roundtable with a small group of journalists, one of several meetings he held in connection with the annual North American International Auto Show. The plan for North America is “more frugal, more humble” and will require only “a small investment,” he explained.


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.