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Is Peugeot Finally Getting Serious about the North American Market?



Now that French-automaker Peugeot has a new SUV, it’s once again considering a move back to the North American market, although this time what previously seemed to be only a whimsical dream without much possibility of happening over the short term now appears quite likely.

It all comes down to three things: 1) a new CEO, Christiaan Streiff, and 2) a propensity of fuel efficient diesel models that might just fit perfectly

Peugeot's new SUV is based off of Mitsubishi's new Outlander. (Photo: PSA
into the new fuel conscious U.S. market and 3) a racing series that not only allows diesel entrants but also loses out to them thanks to Audi’s fabulous new R10.

The American Le Mans Series,

Peugeot's involvement in ALMS would do more for visibility in the U.S. than WRC. (Photo: PSA)
mind you, doesn’t enjoy NASCAR’s popularity, or anything near it, but the prospect of beating Audi at its own game, as well as the rest of the prototype field, is no doubt tempting. So, while a great backdrop for advertising, in a similar fashion to how Mitsubishi uses its Dakar Rally success for selling everything from Lancers to Galants, it
Peugeot is a world leader in retractable hardtop convertibles, which could be popular in California and Florida. (Photo: PSA)
would only be a minor benefit in a market that doesn’t take kindly to newcomers (let alone old-timers).

Streiff believes that it’s the ideal time for Peugeot to reenter the North American market for the second reason on the list, however, and he may have a point here. After all, carmakers selling diesels are seeing percentages in the alternative fuel rise in the U.S., at least those that are still able to import their oil burners thanks to stricter regulations.

Many automakers

Some of Peugeot's designs are a bit quirky, like the SUV, but others would suit the North American market much better. (Photo: PSA)
currently in our market that sell diesels abroad are considering importation, with DaimlerChrysler’s Jeep division leading the way and others, such as Honda and Kia, looking to follow.

Streiff will pitch a three-year reentry plan to his board of directors in May, at which point he hopes to begin implementation. While a daunting task, there have been other manufacturers which left the North American market and returned successfully, Maserati being the most recent. Currently, Alfa Romeo, which like Maserati is owned by Fiat Group, has plans to do likewise in coming years, and Fiat has talked about bringing its self-branded cars across the Atlantic.

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