Peugeot plans US return 30 years after exit

PSA Group Chief Executive Carlos Tavares said this week that the Peugeot—

a

a brand known for its lion logo—is the parent company's pick for the

US market. The company plans to sell Peugeot autos in the US by 2026 in line with a multi-step 10-year plan first announced in 2016.

The comeback is being devised as PSA, which also sells cars under the Citroen and Opel brands, faces pressure from investors to diversify its revenues beyond Europe at a time when US sanctions have torpedoed ambitions in Iran and the Chinese auto market has slowed considerably.

What kind of cars will be sold? What will be the silhouette? Will Peugeot work through existing dealerships, an expensive proposition in some key cities, or sell directly to customers and skip certain markets?

For now, the automaker isn't offering many details.

"We believe we're being frugal," said Larry Dominique, chief executive of PSA North America.

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