The PSA Group Is Setting Up Shop In Atlanta

Michigan may be the heart of the American automotive industry, but foreign manufacturers have been flocking to Atlanta to set up their US headquarters. Both Mercedes-Benz and Porsche have set up their North American hubs in Georgia’s metropolitan center, and now the PSA Group has announced it’ll do the same.

Part of the French industrial giant’s plan to reenter the North American market, Europe’s second-largest automaker will already open its new office in Atlanta next month. The location was chosen after a yearlong search.

“We looked at every aspect of the Atlanta community and found it to be the most suitable location for us,” said Larry Dominique, President of PSA North America. “While the overall business environment, standard of living and university system played an important part in our decision, our unique needs in terms of technology, mobility innovation and car culture ultimately identified Atlanta as our perfect choice.”

In addition to Mercedes, Porsche, and PSA, Kia operates an assembly plant, both Honda and Toyota have component factories, and GM has its Innovation Center, all in Georgia. Several tire manufacturers (including Pirelli, Kumho, and Toyo) also manufacture in the states, among numerous other automotive suppliers.

“We’re thrilled that Groupe PSA – the second largest carmaker in Europe and one of the top mobility providers in the world – has picked Atlanta as its new North American home” said Governor Deal after his visit to France at the end of last year. “Groupe PSA joins a growing family of automotive manufacturers and suppliers operating here in Georgia. This announcement is a great win for our state and yet another testament to the strength of our business environment and infrastructure.”

The PSA Group encompasses five major brands, including Peugeot, Citroën, its premium DS offshoot, and Opel and Vauxhall, which it recently acquired from General Motors. It hasn’t announced which of its brands will serve as the basis for its return to the North American market, but the addition of the Opel/Vauxhall staff – some of which rotated to Europe after stints in Detroit – will undoubtedly prove an invaluable asset in the endeavor.