DS expands worldwide presence

How building a premium automotive brand on a global scale is challenging engineers in France

Since the announcement from PSA Peugeot Citroen back in March 2015 that the successful DS product line was to become a stand-alone brand, DS has worked with Citroen to give both brands a separate appeal and appeal to different audiences.

The DS line markets itself as a more upmarket car brand - and is confident it can develop into a series that can challenge the Germans over time, as well as gaining momentum in other markets across the globe.

The DS3 is an important car for the premium brand. when Citroen sold the car it was by far its biggest seller; especially in the UK, where more were sold than in France or any other market, reaching 400,000.

But things won’t stop there, and the manufacturer now wants to use the success of the DS3 to appeal to other market worldwide, as Yves Bonnefont, DS’ chief executive, confirmed at the recent launch of the DS3 in Paris.

He said: “We are to begin selling DS cars in three ways: via standalone DS Stores, through branded DS ‘salons’ within Citroën dealerships and in standard showrooms, where Citroën and DS models sit side by side without definition between the brands.”

In fact, the brand is planning to double its range in the next five years and aims to make an improved impact in multiple markets, through improved design and engineering.

"To expand appeal of the model, we have revamped the styling of the DS3 while retaining some of the key elements of the previous version, such as the shark fin-style c-pillar,” explained Bonnefont. “Inside the car, there are stylish new trims and a new 7-inch touchscreen, as well as 20 fewer buttons on the fascia, a significant move that leaves the dashboard looking cleaner and more contemporary.”

To appeal to wider markets, DS is building its brand in two main regions, Europe and China. “We have set our development plan and we are very systematic in opening DS stores in the cities. We are executing this plan but we don’t want to go too fast.”

He added: "We have now launched the DS3, DS4 and DS4 hatchback and DS5 in Europe, and in China we have also launched four cars. In future with the strategy of DS, we will have a complete line-up worldwide with the same models in China and France.”

For the Chinese market specifically, DS will use the same product line-up as in the European markets, which Bonnefont describes as “a strategic move to appeal to the market’s needs.”

However, the manufacturer will not rush with their market entrance, and aims to embrace its growth in the market steadily. “China currently represents 21% of our worldwide sales, or 21,500 units. Attesting to the market's enthusiasm for French luxury, we saw a 46% increase in deliveries to Chinese customers in 2015. We are happy with this and are seeing a big shift in China and hope to continue this going forward.”