PSA Group is slowing making end roads into U.S. as part of their 10-year plan. We have already reported on their carsharing service, TravelCar that will be launching in select markets this month. Now, the French automaker has taken the next step by announcing former Nissan and TrueCar executive Larry Dominique as a Senior Vice President of PSA North America.
Automotive News reports Dominique's role will first deal with the car-sharing aspects before starting to make progress on one or all of the brands in the U.S.
“This is a market that, as a full-line automaker, you need to be part of. But this is a 10-year project. It’s not about jumping in and creating market share as quickly as possible.” said Dominique.
“Positioning a brand in the U.S. marketplace -- which is very crowded today -- is going to take patience, analysis and data. And it’s going to take careful execution. That’s why we’re not rushing into this.
There are a lot of unanswered questions facing Dominique such as which brands will be sold in the U.S. and how will the vehicles be sold - dealer network or some other way.
“It’s going to be a significant amount of money to re-enter the market. But we haven’t set a number. If we can find more efficient ways to market and sell our vehicles -- whether it’s in a traditional partnership with investors or not -- those are things that can heavily influence the cost of coming to market,” said Dominique.
Source: Automotive News (Subscription Required)