PSA North America CEO Larry Dominique has revealed some new details about the company’s plan to return to the United States.
Speaking at the Center for Automotive Research Management Briefing Seminars in Michigan, Dominique told Wards Auto that building a new dealership network “would cost billions of dollars” so the company is looking for “progressive, innovative, and digital-minded partners.”
The executive declined to go into specifics but seemed to suggest the company would avoid a Tesla-style approach due to dealership franchise laws. He went on to say PSA’s return will be “practical, traditional, and use technology.”
While a full launch is still several years away, PSA has already dipped its toes into American waters with its Free2Move car-sharing service. The service is currently up and running in Los Angeles and PSA has plans to expand the service to other cities in the future.
Dominique described the Free2Move service as the company’s “first step” towards entering the U.S. market and acknowledged the company is being cautious as “We have a chance to do this once, and only once.”
It remains unclear when new Peugeot and Citroën models will arrive in the United States but PSA CEO Carlos Tavares has said the company is eyeing a 10-year reentry plan.
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