Citroen launches DS3 model in Brazil to cut reliance in European market

Article by Anita Panait, on July 8, 2012

Citroen has rolled out its DS3 subcompact in Brazil as part of PSA/Peugeot-Citroen's aim to cut the carmaker’s reliance on the sluggish European market. Citroen’s latest move is part of PSA’s plan to sell half its vehicles outside Europe by 2015. The carmaker currently sells only 35 percent of its models outside the continent.

Ian Fletcher, an analyst for IHS Global Insight, remarked that the introduction of the Citroen DS3 in Brazil will allow the carmaker to gain higher margins as well as increase its chunk of the South American market. He added that the DS line could be the best way for PSA to raise its profile in Brazil and South America as it complements its lower-cost Citroen and Peugeot models.

Initially, Citroen plans to export the DS cars from France to Brazil, but the carmaker will eventually build the DS in South America, a company spokesman told Automotive News Europe. PSA currently operates a factory in Brazil in Porto Real. The plant, which could produce up to 160,000 units a year, currently builds the Peugeot 207 and the Citroën C3 and Xsara Picasso. 

Citroen posted a 7 percent increase in car and light commercial sales in Brazil to 90,032 units in 2011, giving the brand a 2.6 percent market share. PSA/Peugeot-Citroen disclosed today that the sales of its DS line account for around 15 percent of orders in Europe in the first half and 10 percent of Citroen’s global sales.

Citroën’s new DS line consists of three striking (and distinctively styled) models that highlight the best Citroën ‘créative technologie’. The first of these models – the Citroën DS3 – will make its first public debut at the 2009 Frankfurt Motor Show.

Citroën made sure that the DS3 is as sharp as it can be in terms of styling and of course, all attention must only be focused on it. It is actually a breath of fresh air for its class as it showcases a different approach from the usual compact urban vehicle.

The Citroën DS3 has an extensive selection of style, personalization and quality materials catering to even the most finicky client. It delivers quality and refined driving experience, sporting the latest Citroën technology and fuel-efficient, environment-friendly engines.

Every feature of the Citroën DS3 projects Citroën’s ingenuity in the field of innovative vehicle design.

On-road presence is visible in every angle while striking elements such as its “color-contrasted floating-roof”, “shark fin” B-pillar and sleek front LED lights design (all of which usually featured on premium models) are refreshing sights to behold.

The interior is a combination of class and contemporary elegance, showcasing exceptional attention to detail – as such, luxury materials like leather and chrome are extensively used. Also, the upper part of the flowing dashboard reflects the floating roof.

Thermo-coated components in the form of organic, soft grain material are also used throughout the interior which are beautifully contrasting with the smooth, lacquered effect of the dashboard strip runs.

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