Peugeot Citroen wants to return to the US market pioneer DS brand

Peugeot Citroen Group has been leaving the US market for 25 years, and its executives have revealed that the group intends to return to the United States with the help of a DS luxury brand.

DS is the lead PSA wishing to re-enter the United States

At the International Motor Show in Paris in early October, DS brand CEO Yves Bonnefont told the media that after 2020, the DS brand will be sold in 200 large cities around the world; as part of this global strategy, 30 cities will Located in North America, 20 of them are in the United States.

Yi Bofeng said in an interview with the media: “We hope to build DS into a global high-end brand, and we can't globalize without the US market.”

This is also the first time that PSA Peugeot Citroen executives have publicly stated that they will return to the US market in recent years. Since the US delisted in 1991, Peugeot Citroen has not sold any vehicles in the US market. According to Yi Bofeng, PSA Peugeot Citroen will arrange for DS to return to the United States as early as 2017, and formal sales will be after 2020.

DS was named after Citroen's iconic product from 1955 to 1975. After a period of silence, it recovered in 2010. With the appearance of Citroen's sub-brand, the first product to be released was the DS3 compact car, designed to compete with the MINI and the Audi A3. At the beginning of this year, PSA Peugeot Citroen officially announced that DS will become an independent brand.

Since 2010, DS has sold 500,000 cars worldwide, mostly in Europe and China.

Product lineup will change its face

DS currently has 5 DS3, DS4, DS5, DS5LS and DS6WR cars in total. Foreign media pointed out that these five vehicles are currently not built according to the U.S. federal standards. In the future, DS will update its product lineup to meet the needs of the global market.

 

In early September of this year, DS launched the “DIVINEDS” concept car to show the direction of future design development. At the announcement of the PSA Peugeot Citroen Paris Design Studio, Yi Bofeng revealed that the DS brand's products will be increased to 6 models in each region, which is more than double the current 3 models sold in Europe.

Yi Bofeng said: "We established the DS brand in June this year (DS upgraded from Citroen's sub-brand to an independent brand.) Our goal is to achieve growth through the expansion of product lineup, reaching six models in the mid-term - in each area The market is the same.” Yi Bofeng did not give a detailed description of the next six cars, but informed sources revealed that it may include a luxury flagship DS9, a new SUV and a small car developed specifically for the European market. , match Fiat 500.

Another source said that by 2022, the new DS lineup will include two large and one small SUVs, two large and small cars, a hatchback replacement for the DS3, and a new C-level replacement for DS4 and DS5. China's Class A compact) car.

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