PSA’s upscale DS brand might return to the US image

Even if such a comeback is not in its short-term plans, Peugeot Citroen does not exclude the possibility of returning with the DS brand in the US in the near future.

PSA Peugeot Citroen has ambitious plans for its independent DS chic brand, planning to transform it into a global premium marque. Therefore, the name needs to be made famous and recognisable outside Europe, where DS is currently selling most of its posh models. First step of the expansion plan has already been announced by targeting to introduce six new models by 2020, two of which are rumored to be SUVs. But one of the brand’s ultimate goals has to be a comeback to the United States, where the luxury auto market is the world’s biggest one. However, Peugeot Citroen do not intend to push for a return too soon, as it wants the DS to fully mature by having a well put together lineup. “It’s not on the agenda today, but we may come to it,” Eric Opode, DS’s development boss, told Car and Driver magazine. “We proposed a strategy to be in the top 200 cities in the world, and that is what we are following. Wherever there is a premium market we want to be, so in the future we will clearly be targeting those cities.”

There is still need for time for the DS badge to separate its identity from Peugeot and Citroen and to be recognized as a distinct brand, therefore the French automaker is planning the next steps very carefully. “Since starting DS one-and-a-half years ago we have made great progress,” Opode said, “but we are not prepared to talk about volume. We have no crazy ambitions, we want to stabilize the brand step by step, to create a robust brand with a robust foundation. We will not be a volume brand.”

Via Car and Driver

  • Pedro Jreij Gedro

    I’ll be the 1st customer