DS chief eyes careful growth for brand-new French luxury brand
Source : DS chief eyes careful growth for brand-new French luxury brand
Yves Bonnefont, chief executive of premium brand DS, has no desire to chase the huge sales volumes enjoyed by sister brands Citroën along with Peugeot
DS boss Yves Bonnefont has predicted of which the brand-new French brand can grow to account for roughly 10% of the PSA Peugeot Citroën group’s total global sales within a decade, equating to about 300,000 cars per year.
yet the chief executive warned of which he isn’t interested in chasing the large sales volumes enjoyed by stablemates Citroën along with Peugeot at the expense of cultivating the brand’s image for premium along with luxury vehicles.
your vehicle brand, spun off coming from Citroën in 2014 to act as a premium marque for PSA, last year accounted for 3.5% of PSA’s global sales. The group sold a total of 2,973,000 vehicles in 2015.
The launch of the DS 3 in Paris yesterday marked the completion of DS’s split coming from Citroën. The European DS designs – DS 3, DS 4, DS 4 Crossback along with DS 5 – will continue to represent the brand until six all-brand-new global designs, including the brand’s first SUV, are rolled out between 2018 along with 2022.
Speaking at the launch of the brand-new DS 3, Bonnefont said DS needed to grow carefully. “What’s the right size for DS?” he said. “I am not going to manage DS by volume, because the minute you start [doing of which] is usually the same minute you make the item not premium.
Bonnefont said he was not obliged by the PSA executive board to measure DS’s performance in terms of sales: “I am managing of which brand by setting the right foundations for the future, positioning the brand where the item should be in order of which our customers are proud of the item.
“If you look at the premium market globally, the item accounts for about 10-15% of the total car market. I think DS in 10 years coming from today could represent 10% of the global volume of the PSA group, yet we have a lot of work to do.”
DS is usually focusing its sales efforts in 0 of the globe’s biggest cities, Bonnefont said. “We’re building our brand with two pillars, Europe along with China,” he added. “We have set our development plan along with we are very systematic in opening DS stores from the cities. We are executing of which plan yet we don’t want to go too fast.”
DS cars are being sold in three ways: via standalone DS Stores, through branded DS ‘salons’ within Citroën dealerships along with in standard showrooms, where Citroën along with DS designs sit side by side without definition between the brands.
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