PSA Group will locate its North American headquarters in Atlanta, tapping the city's universities and automotive businesses to regain a foothold in the U.S.
As Automotive News first reported on Friday, Jan. 19, the French automaker has been planning to base its new business operations in the Atlanta area, and has been publicly recruiting employees for the center. PSA said the headquarters will open in February.
"Our unique needs in terms of technology, mobility innovation and car culture ultimately identified Atlanta as our perfect choice," said Larry Dominique, CEO of PSA North America, in a statement.
Atlanta has become a growing hub for automotive operations. Mercedes-Benz USA and Porsche Cars North America have relocated their headquarters to the city, and self-driving car company Waymo said Monday it would begin testing its vehicles in the area.
PSA CEO Carlos Tavares told reporters at the Detroit auto show that the automaker would begin selling cars in the U.S. by 2026, and has begun developing vehicles to comply with national standards.
The company has launched a mobility platform, Free2Move, in the U.S., which it will use to research consumer preferences and determine the brand to lead its return to the market. Dominique said PSA would introduce its own car rental service on the platform this year.
