DS brand to enter rapidly expanding crossover segment image

PSA Peugeot Citroen has the utmost confidence in its recently turned-independent premium DS brand, with the company now planning to offer a subcompact SUV/crossover model to join the booming segment.

After Nissan’s Juke – a model that has also attracted the attention for its odd styling –proved the success and appeal small crossovers can have, the segment was flooded with competitors. PSA has its own representative in the sector – the Peugeot 2008 – and looks set to add another one, with the DS most likely playing on the odd styling card, just like the Japanese offering. Back in February the company announced in a statement that it would move to introduce a new model in the subcompact segment with an offering catering for a “very fast-growing market segment.” Aside from the fact that the new DS car would be produced at the brand’s plant in Poissy, France, no other details were given. Recently, PSA chief executive officer Carlos Tavares disclosed for Automotive News Europe the new Poissy vehicle would indeed be a subcompact crossover, with the executive also saying the model would not reach the intended markets before 2018.

The DS brand has a lineup consisting of the DS 3 subcompact, DS 4 compact and DS 5 midsize for Europe. In China, a main market for the upscale marquee, there are also exclusive offerings: the DS 5LS and DS 6. While the brand had a growth pattern until recently, the age of the lineup – with the DS3 now six years old and the DS 4 and DS 5 four years old – is starting to affect deliveries. Total worldwide sales in 2014 slid 3.4 percent to 118,472 units, but the brand’s largest region – Europe – dropped a massive 19 percent to 86,044 vehicles.

VIa Automotive News Europe