PSA’s DS ready to attack traditional luxury brands image

DS Automobiles could be considered the youngest premium brand on the worldwide auto market but still has high ambitions given the recent positive turnaround experienced by its parent, PS Peugeot Citroen.

According to Vincent Devos, the marquees product chief, the upscale independent unit would be able to challenge the established players in the premium segment within just two decades. He claims the strategy for the brand is to aim at top players such as BMW, Audi, Lexus or Cadillac by delivering models that have distinctive personalities and fresh, unique styling. They believe establishing the DS as a recognizable premium marquee would take them at least two generations of cars – and given the usual lifespan of 6 to 8 years they would probably need something close to 15-20 years. This is also given the fact that as a newly established independent division, the DS Automobiles is only now delivering the first DS generation of cars that have shun the Citroen logo or lettering.

The brand uses as a sales network two types of venues – the DS Stores and DS Salons – which are dependent on the size of the market, the first would be used for a large market and the latter would be for smaller areas and inside a regular Citroen dealership, albeit with dedicated space, staff and styling. The brand aims to introduce six totally new models by 2020 set for global availability and one of them would be their largest vehicle yet – rumored to be the DS8 flagship.