On Its Beggathon, PSA Bypasses Fiat

Bertel Schmitt
by Bertel Schmitt

France’s PSA has been all over the world with hat in hand, looking for a charitable donation that may keep the carmaker alive a little longer. Things are so dire that it is news when PSA does not ask a carmaker for a donation. That carmaker is Fiat, itself short of funds.

Asked by Reuters if he had held talks with the Peugeot family, Fiat Chairman John Elkann said: “No.” However, Elkann made indications that he might take Peugeot if it’s really, really cheap:

“As we’ve said before, certainly if we were presented with an interesting opportunity, we would be open to considering it,”

Bertel Schmitt
Bertel Schmitt

Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.

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  • Mike1dog Mike1dog on Jul 02, 2013

    Maybe he's waiting until he can get it for free, like he did Chrysler.

  • Rnc Rnc on Jul 02, 2013

    Don't know why anyone would want it before a bankruptcy, dealing with the UAW in BK would have to be like a walk on the beach with bo derick in comparison to dealing with the french equiv. of a still breathing company. You wouldn't want the factories/capacity (actually you would want to keep as little as needed open in france to not lose french marketshare, which is all PSA is really worth), getting chryco was a way to save fiat auto, taking PSA (as a going concern) would be the opposite.

    • See 1 previous
    • Lorenzo Lorenzo on Jul 02, 2013

      @jpolicke Especially if they let the Dodge brand wither, like they have with Alfa and Lancia.

  • See 7 up See 7 up on Jul 02, 2013

    I may be a minority (of 1?), but I like Citroens and would hate to see them really change. They seem to understand that a luxury automobile does not need to be "sporty". If I am going to buy a car that can seat 4 or even five in supreme comfort, I want it to be supreme comfort. Not just comfortable until I hit a pothole then whip into a 0.9g turn with the tail hanging out because the car is really trying to be something it is not.

  • Sector 5 Sector 5 on Jul 02, 2013

    Liken PSA to a yard sale with bedbugs. Remnant Chou En-lai folks in the party may hold a whiff of sentiment for the Peugeot brand. If Fiat bites does this mean a rebooted 404 for US shores?

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