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Peugeot and Citroën’s Group PSA Returning to U.S., Chooses Atlanta for New HQ

Bienvenue à Atlanta!

French automaker Group PSA announced plans for a return to the North American market starting with a new headquarters that will be located in Atlanta, Georgia. Group PSA is the parent company for Citroën, Peugeot, Opel (as well as DS and Vauxhall).

This move is part of a 10-year plan that started in 2016 for the automaker to resume sales on this continent.

Sales aren’t expected to commence until 2026, but Group PSA started its reentry last year with the launch of a mobility services app called Free2Move. The automaker has not released any official details for its U.S. comeback, but even a low-volume phase-in could help it snag a small share of the market, which last year totaled 17.2 million vehicles.

Citroën and Peugeot have been absent from the U.S. since 1991, while Opel-branded cars haven’t existed since the 1970s.

Opel, of course, has been a key reason that Buick has come back to life in recent years, but General Motors sold Opel and Vauxhall to Group PSA last year to focus on the North American and Chinese markets.

Atlanta has become a hot bed for automotive activity in recent years with Porsche and Mercedes-Benz moving their headquarters there, and Google’s autonomous car branch, Waymo, just announced it would begin autonomous vehicle testing in the city this year.

Another key advantage Atlanta holds is the fact that it houses the world’s largest airport.

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