PSA Group Establishes North American Headquarters in Atlanta
French automaker PSA Group has chosen Atlanta as the location of its new North American headquarters. The company, now the second largest carmaker in Europe, plans to sell vehicles in the U.S. by 2026.
PSA Group spent a year deciding on the location. “We looked at every aspect of the Atlanta community and found it to be the most suitable location for us,” said Larry Dominique, president of PSA North America, in a release. “While the overall business environment, standard of living and university system played an important part in our decision, our unique needs in terms of technology, mobility innovation and car culture ultimately identified Atlanta as our perfect choice.”
The new headquarters will launch next month. PSA Group joins Mercedes-Benz and Porsche, which are also headquartered in Atlanta.
PSA Group has plenty to do before it brings vehicles to the U.S. Last year, it launched a mobility service called Free2Move, an aggregation app that allows users to pick a service provider that fits their needs. Next, PSA will offer a mobility service with its own vehicles. This strategy will help the automaker glean key data about U.S. customers that it can use to expand its operations.
Dominique told us last year that the next-gen PSA products will be designed to meet U.S. regulations. He hinted that C- and D-segment vehicles were good candidates for the North American market.
However, he wouldn’t say which PSA brand would arrive here first. The automaker owns Peugeot, Citroen, DS, Opel, and Vauxhall. In a recent interview, Dominique said the decision on which brand to bring stateside would be made in one year.