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Peugeot Eyes U.S. Return

Posted in auto industry, News, Peugeot by Kurt Ernst | February 8th, 2011 | 8 Responses |

The last time you could walk into a Peugeot dealer in the United States and buy a new car was in 1991 (though inventory probably lasted until 1992 or 1993). Back then, chances are good it would have been a 405 sedan, not a bad car, but simply not distinctive enough to lure American buyers. Lacking a solid mix of cars, U.S. Peugeot dealers saw sales decline to 4,261 units in 1990 and just 2,240 units in 1991. Clearly it was time to take the brand off of life support in the United States.

Peugeot 308 GTi

The Peugeot 308 GTi.

Now comes word that Europe’s second largest automaker is considering a return to the U.S. market. The biggest stumbling block would the cost to return, since Peugeot lacks a network of dealerships and has zero brand identity on these shores. None of their current automobiles were designed with U.S. expansion in mind, so it’s likely that more than minor changes would be required to meet the expectations of U.S. customers. On the other hand, Peugeot has expertise in diesel engines and their cars are generally renown for their handling, so maybe a turbo diesel sport sedan priced for the masses would go a long way towards re-establishing the brand. If this proves to be more than a rumor, expect Peugeot to move cautiously to re-enter the market. I’d expect to see something like their 308 first, followed by the 407 or the 508 depending on their strategy and expectations. I’m not sure I’d file this in the “likely” column, but I’d welcome their return to the US, and I doubt I’m alone.

Source: 4 Wheels News

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8 Responses

  1. Set says:

    Peugeot has so very cool car offerings, though I don’t think they’re going to be in too much demand nowadays. Time will tell, though.

    • elbow says:

      If FIAT can do it, Peugeot should certainly come back. Their cars offer real quality and style, not ersatz style a la FIAT. I would be glad to pay a premium to get a real French car.

  2. PFULMTL says:

    I think their smaller cars would sell pretty well with the younger crowd.

  3. bobojojo says:

    I think they need to start marketing to the people who know Peugeots in the USA. Those would be: 1. Former Peugeot owners, and 2. bicycle enthusiasts. The second one sounds funny, but is actually a brilliant marketing move, in that many US cities are booming with new bike plans and bike owners, and many of them know and respect the Peugeot name from the quality bikes that are still around from the 80’s and earlier.

  4. frank says:

    i have an Peugeot 307 break of the year 2006 and can tell that are very reliables, and also the shapes and lines are so nice are not the typical flat lines, also have an great Gas MPG , if want peugeot support with marketing from owners i am there

    greetings from Santiago,Chile

  5. VW says:

    I’ve been to Europe a few times in the past couple of years and Peugeots really catch my eye. I love my Golf, but I can assure you I’d be first in line to trade on a 308.

    • frank says:

      the 308 is very nice the sw version have an odd elegance not found in a station wagon before, i have the 307 SW and i like how dynamic behave the best is that for be an station wagon of big dimensions steering dynamism is unbeatable for quick overtaking and maneuvers i think if Peugeot wants go back to USA and Canada Markets with the 308-4008-508RXH and the 3008 SUV would be sucessfully because in those markets the most sold cars are cars of big dimensions traction 4 wheels and with SUV characteristics and if add the 308 Station wagon would revolutionize the cars market by offer an station wagon car, which market niche is just now used by SUV which are similars to Station wagons but with a higher tall.

  6. Freddie and Sharon Lucas says:

    Would love to purchase a new peujeot especially the 508rhx asap! Please keep us posted ! Thanks