Unless you live in a cave (which is a distinct possibility with a few of our readers, no offense intended) you’ve undoubtedly heard that PSA (Peugeot, Citroen, DS) is planning to return to the US. The latest plan is to start selling cars in 16 select states in 2026. Those states have been chosen because they’re “import friendly” (California, Texas, Florida, New York, Illinois, New Hampshire, New Jersey, Arizona, Washington, Massachusetts, Virginia, North Carolina, Georgia and Maryland). So you Midwestern folks are left out, for the time being.
It’s still eight years away, so it’s a bit of an abstraction, but would you consider buying a new PSA car when they become available? Do you think PSA can break into this very competitive market?
I have my doubts. It’s hard for me to see what unique selling proposition PSA can come up with, recognizing of course that by 2026, it will not be the current products, like this 3008 CUV above. It looks and seems competitive, but that doesn’t exactly spell success. Both Hyundai and Kia have lost their momentum and market share in the past couple of years. VW is losing hundreds of millions in the US, and is having to spend many billions to create America-specific products, like the Japanese did years ago. The American market requires scale to succeed in the mass market, so it’s a bit hard for me to see how PSA is going to pull that off.
Yes, I loved the classic Peugeots of yore, but that was decades ago. Now they’re pretty much like any other car, as far as I can tell, although maybe some of their more unusual products like the Cactus might have appeal, although it’s lost its distinctive side cladding.
If you’re European, I’d be interested to hear what you think makes PSA products attractive, and which ones might be of interest to Americans.