Stellantis has confirmed plans to revive the Peugeot name in the U.S. have been scrapped. The confirmation comes amid a new executive appointment to lead the Alfa Romeo brand in the U.S.
Stellantis has appointed Larry Dominique to the role of senior vice president of Alfa Romeo for North America, according to Automotive News. Dominique was originally tapped to lead PSA’s reentry into the U.S. market. Of course, that appointment was made prior to PSA’s merger with Fiat Chrysler. Dominique will now attempt to grow Alfa Romeo’s presence in North America.
This is the first public confirmation Peugeot will not return to the U.S., but few are surprised by the announcement. Given the number of brands Stellantis already has to support in North America, adding another one would seem ill-advised. Stellantis also recently confirmed it intends to keep the Chrysler brand in the U.S., leading many to assume the Peugeot plans were scrapped.
Given Dominique’s appointment to Alfa Romeo, it appears Stellantis is ready to put a stronger emphasis on the Italian brand in North America. Thus far Stellantis has not offered any insight as to Dominique’s plans for Alfa Romeo.
Alfa Romeo entered the U.S. market back in 2008. Since launch the brand has attempted to gain sales volume with the launch of the Guilia sedan and Stelvio crossover. Despite the two mainstream-like models, the brand has struggled to catch on in the U.S. market. FCA also never showed the Italian brand any meaningful amount of attention in North Ameria.