PSA Peugeot Citroen: Re-Entering the United States
In 2017, PSA Peugeot Citro n (PSA), the French-based automaker known for its famous Peugeot and Citro n brands, announced its plans to re-enter the U.S. market after having exited North America in 1991. This was not the first time the company tried to re-enter the U.S. market. In an effort to reduce its reliance on declining European markets, PSA had attempted to re-enter the United States in 2003, again in 2014 with its premium automobile range, and most recently in 2016 in a partnership with a French-based ride-sharing operator. What are PSA's strategic options for its international growth by focusing particularly on U.S. re-entry? Would re-entering the U.S. market help PSA respond to growing competitive pressures in the global automotive industry? Irina Surdu is affiliated with University of Reading. Kamel Mellahi is affiliated with University of Warwick.