PSA Tang Wei solid: DS will update the product line focused on expansion in China

Posted on 5/21/2015 10:03:30 AM

"Automotive News Europe" recently published a Review article, "Why Don only real bet on the future of the DS ', pointed out that one of the most important tasks of PSA Peugeot Citroen (PSA) Group CEO Don only real is currently facing, and that is the leadership's luxury brand DS (meaning Yishi) "regroup and recover lost ground."
Enhance the brand influence
DS brand was founded in the fifties and sixties, and five years ago with "quasi-luxury" status resurrection, last April, Tang made the DS only real independent decision-making from PSA, aims to boost sales of high-profit models PSA's overall profitability.
Tang Wei solid for DS there is a higher vision. Prior to "Automotive News Europe" has been writing says, DS main selling point is the design and custom sewing leather interior constructed expression Parisian fashion, but after the French fashion association with the popular DS, has also been reflected in the sales scale starting the gain.
This year in March, PSA had demonstrated in Paris several DS brand new models, which are full of new cars attractive, but also learn from Audi, Infiniti and BMW's design philosophy.
Evercore ISI analyst George Galliers noted that Audi took 14 years and two complete cycle models had just laid its status as a luxury car, and therefore whether the PSA DS playing a successful brand, will take some time.
Hope that the Chinese market
As living standards rise, now more and more Chinese consumers have begun to focus on the pursuit of quality of life luxury and fashion, so DS brand positioning just right, as far away from the European continent thousands of miles outside of China to provide the French specialties The driving experience.
Analysts said that if the market outside Europe to be successful, DS might be the winner. The importance of China and other markets currently increasing, so DS is entirely possible in these regions as a true luxury brand.
2014 DS momentum of rapid development in China, sales have maintained rapid growth, according to data compiled by Gasgoo, last year imported cars and domestic cars DS total sales reached 26,703 units, accounting for 22% of global sales share, far more than in 2013 2%.
DS sales in China last year each month as follows: January: 1,004; February: 825; March: 1,220; April: 2,144; May: 2,756; June: 2,414; July: 1,253; August: 2,406; 9 Month: 1,207; October: 3,016; November: 3,897; December: 4,561. Which is the history of a new high in December.
In addition, PSA with China Changan Automobile joint venture factory in Shenzhen in southern China will be devoted to production DS models, while DS has the layout of an independent dealer network in China, covering 60 cities in 80 stores.
Updated Lineup
Current DS global products, including DS3, DS4 and DS5, in addition specifically for the Chinese market to create the DS 5LS, DS 6WR.
In February, PSA Peugeot Citroen has released a statement saying France Bowa Xi (Poissy) plant will add a new DS-brand models, using EMP1 modular platform to build, the car will help to expand DS "very rapid growth of" B-class (European standards, the equivalent of China A0 level) segments.
PSA so far not announced specific information DS upcoming new car. Industry insiders estimate that the brand will launch a small SUV / crossover vehicle, the time node in around 2018, the period subsequent to 2023, DS plans to launch five new models.
Earlier there was news that, DS next new car lineup will include both large and small SUV, and a small two cars, a substitute hatchback DS3, and replace DS4 and DS5 new C-class (equivalent to China The A-class compact) cars.
DS brand CEO Bo Feng Yi (Yves Bonnefont) in an interview said that with the launch of the new car, the ultimate goal is to be accounted for DS in PSA's global sales of 4 percent from last year's increase to 10% -15%. If sales of 3 million last year according to PSA count, DS-year sales target is 300,000 to 450,000.

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