New Name, New Frontiers For PSA Peugeot Citroen

Steph Willems
by Steph Willems

Forget all about PSA Peugeot Citroen. It’s dead. Well, the name, anyway.

As part of its five-year corporate strategy, dubbed “Push to Pass,” the French automaker is rebranding itself as Groupe PSA and dropping hints of a tentative return to the U.S. market.

PSA’s sales and profitability are growing again thanks to a new product strategy and a bailout by the French government, but CEO Carlos Tavares wants to see more gains by branching out into new markets.

Tavares outlined the details of Push to Pass in Paris today, stating that the automaker will introduce a flood of new vehicles while also investing in plug-in and electric vehicle technology. Over the next five years, the company plans to bring to market 26 new passenger cars and eight commercial vehicles, as well as seven plug-in models and four EVs.

By 2018, PSA hopes to increase volume by 30 percent and post 10-percent revenue growth (15 percent by 2021). PSA raised its operating profit target to six percent of sales by 2021, up from five percent this year and two percent just two years ago.

With seemingly every automaker dipping its toe into the mobility services market, PSA isn’t willing to be left out of the action, and might seek out partnerships to make it happen.

The automaker wants to become a mobility operator by next year, possibly through a collaboration with French EV builder and car-sharing supplier Bollore.

Tavares said car-sharing program, or perhaps a leasing program that keeps ownership of the vehicle in the hand of PSA, might make it to U.S. shores if the venture works out in France. Even then, PSA’s presence would be limited and regional.

As part of its growth strategy, PSA wants to draw 20 percent of its revenue from high-end products. The automaker recently turned its DS range into a standalone luxury brand that will be introduced in select overseas markets, with a U.S. trip not out of the question.

A decision on whether DS will enter the U.S. market won’t happen until next year.

[Source: Automotive News]

Steph Willems
Steph Willems

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  • Npaladin2000 Npaladin2000 on Apr 05, 2016

    The only real reason the Fiat brands started returning is because they bought Chrysler. Groupie PSA or Groupon PSA or whatever they are have no such easy way in. If they MUST try though, at least bring the lion badge, if might create some awesomeness.

  • Russification Russification on Apr 05, 2016

    a new car badge as a rebuttal to the Lexus, Honda NSX, that should be called "F-_k you loser" specifically targeted for the american market, in wide circuation.

  • EBFlex At the summer property putting boats in the water, leveling boat lifts, cleaning the lots for summer, etc. Typical cabin stuff in the most beautiful place on the planet
  • Lou_BC I've I spent the past few days in what we refer to as "the lower mainland". I see Tesla's everywhere and virtually every other brand of EV. I was in downtown Vancouver along side a Rivian R1T. A Rivian R1S came off as side street and was following it. I saw one other R1S. 18% of new vehicles in BC are EV'S. It tends to match what I saw out my windshield. I only saw 2 fullsized pickups. One was a cool '91 3/4 ton regular cab. I ran across 2 Tacoma's. Not many Jeeps. There were plenty of Porches, Mercedes, and BMW's. I saw 2 Aston Martin DBX707's. It's been fun car watching other than the stress of driving in big city urban traffic. I'd rather dodge 146,000 pound 9 axle logging trucks on one lane roads.
  • IBx1 Never got the appeal of these; it looks like there was a Soviet mandate to create a car with two doors and a roof that could be configured in different ways.
  • CAMeyer Considering how many voters will be voting for Trump because they remember that gas prices were low in 2020–never mind the pandemic—this seems like a wise move.
  • The Oracle Been out on the boat on Lake James (NC) and cooking up some hella good food here with friends at the lake place.