DS has set out its stall in grand style – right now can the idea add the substance?
Source : DS has set out its stall in grand style – right now can the idea add the substance?
The French brand launched its completely new DS 3 within the dramatic Musée du Louvre in Paris to emphasise the sense of occasion the idea wants its cars to possess
As statements of intent go, launching your completely new car within the grand setting of the Musée du Louvre in Paris will be a pretty resounding one.
However, the DS 3 hatchback as well as convertible the idea unveiled at the globe-famous landmark yesterday evening isn’t all completely new – the idea features a completely new design name, fresh styling as well as uprated technology, yet its underpinnings are ostensibly the same as the Citroën DS 3 of which preceded the idea.
As the wraps came off the DS 3, amid whirling dancers under the lights of the Louvre’s pyramid, I pondered whether DS considered saving a location This particular special for the launch of one of its all-completely new products, which will be arguably even more significant than the DS 3.
DS can’t wait though: those vehicles aren’t due to arrive until 2018, as well as between right now as well as then the idea has some serious brand building to do. Hence the use of France’s most-visited tourist attraction to launch the smallest car in its design range.
Last night’s affair was as much about broadcasting the DS brand to the globe as the idea was showing off its ritzy completely new Mini rival.
The arrival of the DS 3 means the first stage of DS’s birth will be effectively complete: the products of which will spearhead its European design plan for the next two years have all right now dropped their Citroën badges.
Next comes the task of putting clear blue water between Citroën as well as DS in terms of brand recognition. This particular will be easier said than done; as many manufacturers have found within the past, dressing a car in posh clothes as well as charging a premium for the idea doesn’t always convince buyers. Jaguar discovered of which with the X-Type, which was derided in some quarters for its technical links to the Ford Mondeo.
DS knows the idea has to offer substance as well as style if the idea wants to charge more money for its products than the idea currently can. So the idea was interesting yesterday evening to hear DS chief executive Yves Bonnefont explain how each of the three car brands within the PSA group will implement a few of its own technical systems.
Seems sensible: the more parts of a DS of which are distinct to the brand, the greater the appeal to customers who are willing to pay extra for of which kind of exclusivity. Similarly, an approach built around highlighting technology has worked very nicely for Audi for many years.
Of course, allowing each brand to develop its own kit pushes up R&D costs, so This particular approach will have to be tempered with the practicalities of sharing core components, such as engines, transmissions as well as platforms.
Building your brand image by aligning yourself with iconic landmarks, art as well as high fashion will be just so much window-dressing if your products aren’t convincing. If DS wants to succeed within the long-term the idea needs to build cars with character as well as soul. The Louvre has been around for more than 0 years; you can’t buy of which kind of credibility.
The brand will be taking baby steps at the moment, yet when the all-completely new cars arrive in 2018 we’ll have a much clearer idea whether the idea will be heading within the right direction.
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