PSA Peugeot Citroen planning to re-enter U.S. market with DS premium brand

Article by Christian Andrei, on October 4, 2014

It’s not the first time when we talk about a US return of Peugeot and probably will not the last. Now, the latest news about the return come from the 2014 Paris Motor Show where we found out that PSA Peugeot Citroen could re-enter the United States after 2020 with it new DS premium brand.

According to DS CEO Yves Bonnefont, the brand has a global strategy to sell DS vehicles in 200 large cities after 2020 and the list includes 30 cities in North America, while 20 are in the United States. DS CEO said that, in order to become a global premium brand, DS needs to be present in the United States.

Still, the decision to re-enter the United States market, after Peugeot pulled out in 1991, will not be taken until 2017 at the earliest, while sales will not begin until after 2020. The bad news is that DS needs to improve its models as the current lineup is not compliant with the federal standards.

The new DS brand was introduced back in 2010 and since then, over 500,000 vehicles were sold in Europe and China.

If things continue this way, there are big chances to see some new DS models in the United States, which will rival German companies such as Audi, BMW, Mercedes-Benz but also Lexus. [source: automotive news -  sub. required]

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