The American market is thirsty for diesels and for more fuel-efficient cars altogether. That's why PSA's recently-installed CEO Christian Streiff sees now as the perfect time to bring Peugeot back to the United States. And though he's new on the job, he's planning on pitching just that idea in a three-year plan for the company as early as May.
The last time Peugeot competed in the US market was over fifteen years ago, when the only model it sold was the 405 sedan. Since then, Peugeot's model range has broadened considerably to include even a crossover sport-ute (pictured) through partnership with Mitsubishi. If Peugeot decided to run the 908 LM racing car in the American Le Mans Series (ALMS), it could position itself in the US market as the leader in efficient diesel technology like Audi did with the R10.
Peugeot is also a market leader in hard-top convertibles, a segment which is growing in popularity on American shores. If PSA decides to go ahead with the venture, it could be the best thing France has given America since the Statue of Liberty.
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Reader Comments (Page 1 of 2)
ruggels @ Feb 9th 2007 1:57PM
DO IT and bring ur hatches too
emw @ Feb 9th 2007 1:58PM
I'd like to see Citroen come as well. Hopefully French quality isn't what it used to be.
jgp @ Feb 9th 2007 2:04PM
Do it! I've wanted to see the 407 come to the US for as long as the 407's been out.
Also, if Peugeot returns to the US, Citroën shouldn't be far behind, and almost Citroën's entire line is just awesome.
Typesbad @ Feb 9th 2007 2:17PM
Just a few years ago, I was really enthusiastic about seeing Peugeot return to the US. Cars like the 206 and the georgeous 406 coupe made my mouth water. Plus I really wanted another non-upscale Europeon choice besides VW.
Fortunately this last wish may have been granted through Saturn. Which is good because Peugeots have gotten positively ghastly the past few years. The horror doesn't go much past the front end but that is enough.
I sure hope they adopt yet another front end design language before they come over or their stay may be brief indeed. And that would be unfortunate for other brands I'd like to see return with Alfa at the top of the list.
rwdmtparkingonly @ Feb 9th 2007 2:20PM
Peugeot and Citroën are the same company, so maybe they could do joint dealerships or bring back the best from both brands under one brand here. Maybe they could partner up with Mitsubishi dealers since I'm sure those guys wouldn't mind having more to sell.
DKB_SATX @ Feb 9th 2007 2:20PM
Wasn't the last Peugeot imported to the US a 505? Kinda-squared-off big sedan...
JayP @ Feb 9th 2007 2:34PM
The 405 was the last really... a good looking, small sedan that if it were done right could have been the A4 for Peugeot.
NoNameDenton @ Feb 9th 2007 3:07PM
Good another French product to not buy along with their wine and the snails.
Aaron @ Feb 9th 2007 3:12PM
I think a better title for this would have been "Franco-Unamerican." We need to see a NOFX reference now and then.
lalaland @ Feb 9th 2007 3:44PM
Pipe down folks. They say this every few years. Some executive tells an overeager journalist that (commence bad French accent a la Monty Python) "We arrrr kunseeedairing comeeng too Amaireegahh" and all of a sudden its, "The French are coming!"
Nope. I'ts notgonnahappen.com. The dollar is too weak against the euro, their little compact cars would cost $35,000, and the cost to launch a small automotive brand in America is $500 million. No way will those sneaky Frenchmen unscrew their wallets to sell to us peeg-dog Amaireekans.
Michael @ Feb 9th 2007 3:51PM
There's a late 80's 505 diesel in my neighborhood (I'm in the US) and it always catches my eye - a really nice looking car.
Anyway I'd love Peugeot to re-enter the US, though I'm not sure the CUV market is a good place to start... it's already getting pretty crowded...
Peter @ Feb 9th 2007 4:00PM
They have my permission to come so long as they send us some cool hatches.
RGT88 @ Feb 9th 2007 4:41PM
They absolutely must sort our their quality problems, give their enginers more power, and establish a solid dealer network before coming to US. They have made strides in quality, and appeal of their products though...so let's hope. I mean competition, wide product choice is good for us the consumers.
James Ayres @ Feb 9th 2007 5:04PM
Here in Houston I've seen some current Peugeots and even a few of the hardtop roadster (these are cars sold in Mexico; I don't remember their model names). They look great to me.
Marek @ Feb 9th 2007 5:36PM
In response to #10's comment (below):
"Nope. I'ts notgonnahappen.com. The dollar is too weak against the euro, their little compact cars would cost $35,000, and the cost to launch a small automotive brand in America is $500 million. No way will those sneaky Frenchmen unscrew their wallets to sell to us peeg-dog Amaireekans."
The exchange rate matters little. Renault reentered the Australian market quite recently when its currency was in the gutter, and are now enjoying substantial success. Peugeot may profit less from selling cars here with the current rates, but its better than not profiting at all.
Also, Peugeot sells cars in Latin American countries that use the US dollar as their official currency (Ecuador, El Salvador and Panama), and you don't see them wanting to pull out of those markets due to the rates.
I can see Peugeot come to the States as a serious VW competitor. I'd buy one in a heartbeat (407 Coupe V6, please).
However, what Peugeot really needs to reenter the US market is a partner. MINI had BMW, Maserati had Ferrari, and Peugeot is going to need someone to give them a kick start in our market. Peugeot could develop their relationship with Mitsubishi, as Mitsu has a plant in Illinois that Peugeot could use to build cars for the US market if need be. Also, there are quite a few Mitsu dealers who are disappointed with Mitsubishi and the low sales their cars have garnished them, so bringing in the option of selling attractive Peugeots will turn more than a few dealer's heads.
In the end, however, it will come to whether or not Peugeot's new CEO is willing to put up some big money to bring in the company he is now head of to a quintessential market it left over 16 years ago.
Barney @ Feb 9th 2007 5:40PM
Peugeot had a quality control problem. That is the main reason they quit importing the car in NA. Hopefully they have improved.
Michael @ Feb 9th 2007 6:02PM
Excellent observation Marek. The Normal, IL Mitsubishi plant is only operating at something like 1/3 capacity. Building Peugeots there would be a great idea.
david @ Feb 9th 2007 7:57PM
silly for asking, but, do these cars know how to surrender or retreat?
Paul @ Feb 9th 2007 8:35PM
My dad had a couple. His 1975'ish 504 petrol-burner was awful. His 1983'ish 505 oil-burner was abysmal. He absolutely loved the look (must admit that the 505 was a looker in its day), but they were dogs as far as reliability went. Especially the 505. Plus, because of the small dealer network and the complete lack of trained mechanics, the lack of quality control made them EXTREMELY expensive to own. Anyway, I hope they are MUCH better. Certainly there's a generation of buyers who won't venture near...
Oh, and as for finding a partner, I agree, but I don't know that Mitsu is the right one. At least with regard to the dealer network, their demographic in the US is not ideally aligned with a $35K automobile buying crowd. Better perhaps Toyota? I don't know...
Andrew @ Feb 9th 2007 8:52PM
David, you are very silly. They don´t surrender but they DO support America, with every revolution, when they need support against the British. An added benefit is that they do not attack innocent drivers unless they ACTUALLY have WMD hidden in their cars.