The PSA Group Is Setting Up Shop In Atlanta

Michigan may be the heart of the American automotive industry, but foreign manufacturers have been flocking to Atlanta to set up their US headquarters. Both Mercedes-Benz and Porsche have set up their North American hubs in Georgia’s metropolitan center, and now the PSA Group has announced it’ll do the same.

Part of the French industrial giant’s plan to reenter the North American market, Europe’s second-largest automaker will already open its new office in Atlanta next month. The location was chosen after a yearlong search.

“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. “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.”

In addition to Mercedes, Porsche, and PSA, Kia operates an assembly plant, both Honda and Toyota have component factories, and GM has its Innovation Center, all in Georgia. Several tire manufacturers (including Pirelli, Kumho, and Toyo) also manufacture in the states, among numerous other automotive suppliers.

“We’re thrilled that Groupe PSA – the second largest carmaker in Europe and one of the top mobility providers in the world – has picked Atlanta as its new North American home” said Governor Deal after his visit to France at the end of last year. “Groupe PSA joins a growing family of automotive manufacturers and suppliers operating here in Georgia. This announcement is a great win for our state and yet another testament to the strength of our business environment and infrastructure.”

The PSA Group encompasses five major brands, including Peugeot, Citroën, its premium DS offshoot, and Opel and Vauxhall, which it recently acquired from General Motors. It hasn’t announced which of its brands will serve as the basis for its return to the North American market, but the addition of the Opel/Vauxhall staff – some of which rotated to Europe after stints in Detroit – will undoubtedly prove an invaluable asset in the endeavor.

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  • nastinupe

    Glad to see them in my city, but I am not sure how successful they will be in the US market.

  • TheBelltower

    No automaker that wants to establish itself in the US will do it in Michigan. They will settle themselves in a southern state, far far away from the influence of the UAW.

  • fabri99

    I’m really happy they’re making this big step, but I fear it may be too tough to enter the US market for them.

  • Infinite1

    Glad to hear their return to the US market.

    • supermanuel

      This is definitely a statement of intent, but it not’s quite a ‘return’, not yet.

  • emjayay

    Unfortunately Atlanta, while it may be a strategic location, is a hellhole of a city, unlike anything in Europe or more specifically France. It is all sprawl, with a lot of decedents of hundreds of years of slavery who were discrimated against totally until the 60’s and then somewhat less so after that, with all the social pathologies that unfortunately suggests, and concentrated in certain areas. Without the subway or elevated transit systems of a similar sized city in Europe, Atlanta is all gridlock all the time with multi hour travel times from one place to another.

    What with the internet enabling immediate communication of all kinds, PSA could have been a little more creative in finding a place to locate their US headquarters.

    Also note to PSA: the reliability of your vehicles and their ability to function in all kinds of environments is a baseline requirement which you failed in the past. If your cars aren’t at the top, not even average, of reliability ratings you will fail in the US again.

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