With sales of about 3 million vehicles a year and no presence in the highly profitable U.S., PSA Group lacked the scale needed to keep up with global behemoths such as Volkswagen, Toyota and General Motors.
So under CEO Carlos Tavares, PSA not only is making itself bigger — its purchase of Opel and Vauxhall from GM this year instantly increased its volume by roughly one-third — but is taking an unconventional approach to re-establishing itself in North America after a 26-year absence. It will worry about selling vehicles here later, starting instead with mobility services aimed at building a customer base.
Last month, PSA launched an app for U.S. consumers called Free2Move, which merges access to various forms of transportation into one platform. The app has been operating elsewhere in the world for more than a year.