Group PSA, headquartered in Paris, France is the second largest European-based automanufacturer in the world. In early 2000 s, the group had to eliminate its American operations due to extraordinary price competition resulting from a lack of unique features, the ease of entry into the market by new auto makers, well-financed local (US) auto makers and a series of mergers, acquisitions and joint ventures happening in the automobile industry in the 1990 s. The group has been plotting to come back to the US due to post-COVID demands of its most popular and recognized brands Peugeot and Citron. Group PSA has recently acquired Opel, and Vauxhall from GM and planning to either acquire or partner with European brands (such as, Fiat and Renault) and Japanese brands (Lexus and Mazda CX60), which have large presences in the US and have a profitable market share in the US auto industry. PSA has invested heavily in research and development on product innovation (in particular, to come up with unique features) and promotion as well as meeting the US safety and emissions rules. In addition, to tackle the exceptionally competitive US market, the company has opened its US headquarters in Atlanta with a core team to build its US strategy, particularly deciding on acquiring or partnering with either or both European and Japanese brands. Questions A. What factors led to the troubles of the Group PSA in the 1990 s? B. What can PSA gain by entering the US market? C. Which partner(s) would be more strategic and why? Group PSA, headquartered in Paris, France is the second largest European-based automanufacturer in the world. In early 2000 s, the group had to eliminate its American operations due to extraordinary price competition resulting from a lack of unique features, the ease of entry into the market by new auto makers, well-financed local (US) auto makers and a series of mergers, acquisitions and joint ventures happening in the automobile industry in the 1990 s. The group has been plotting to come back to the US due to post-COVID demands of its most popular and recognized brands Peugeot and Citron. Group PSA has recently acquired Opel, and Vauxhall from GM and planning to either acquire or partner with European brands (such as, Fiat and Renault) and Japanese brands (Lexus and Mazda CX60), which have large presences in the US and have a profitable market share in the US auto industry. PSA has invested heavily in research and development on product innovation (in particular, to come up with unique features) and promotion as well as meeting the US safety and emissions rules. In addition, to tackle the exceptionally competitive US market, the company has opened its US headquarters in Atlanta with a core team to build its US strategy, particularly deciding on acquiring or partnering with either or both European and Japanese brands. Questions A. What factors led to the troubles of the Group PSA in the 1990 s? B. What can PSA gain by entering the US market? C. Which partner(s) would be more strategic and why