The new group wants to focus on brands already established in a market. Emphasis will be placed in particular on the development of Alfa Romeo in the United States.
The American dream is definitely fading away for Peugeot, in favor of another brand of the new Stellantis group: Alfa Romeo. The group born from the merger of FCA and PSA confirmed on Tuesday “that efforts will focus on brands already present in the United States, including Alfa Romeo”, explains a spokesperson for the group, thus confirming information from the specialized site Automotive News and the agency Reuters.
The case seemed to have already been heard in mid-January, during the merger between Fiat-Chrysler and PSA.
We already have a lot of brands in the United States, especially American brands. We have more than 12% market share in the United States, this is a considerable number given the size of this market and I think it is better to focus on the good use of the brands that we have in the United States. United, rather than introducing new ones, “confided on January 19 at the microphone of BFM Business Carlos Tavares, the general manager of the new Stellantis.
The Peugeot North America team at Alfa
Since 2016, PSA had prepared this return via the creation of an entity, Peugeot North America, launched in various cities car-sharing fleets through Free2Move and worked on a fleet of vehicles dedicated to the American market, almost 30 years later. Peugeot’s departure from the United States.
Compared to 2016, and the announcement of Peugeot’s return to the United States, the context has changed “, continues this spokesperson for Stellantis.
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And the Alfa Romeo brand, despite low volumes in the United States, retains an aura among enthusiasts.
Stellantis, however, did not throw everything away from Peugeot’s hypothetical comeback. The former director of the Lion brand, Jean-Philippe Imparato, is now at the head of Alfa Romeo. And the one who manages the Italian brand in the United States is none other than Larry Dominique, the former boss of Peugeot North America. It is up to him to develop Alfa Romeo sales in this strategic premium market.
“As a global brand, Peugeot will continue its internationalization in markets where the brand is already present,” continues the spokesperson for Stellantis. However, we will have to wait a little to know the details of Alfa Romeo’s strategy. It is due in September. The date of Stellantis’ strategic plan is not known.
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