Citroen to build a network of premium showrooms for the DS range in China

Article by Christian Andrei, on November 3, 2011

Citroen intends to separate its DS range from its regular models in China, building a network of premium showrooms that will only sell the DS5, DS4 and DS3 models. This follows the company's decision to split the range in its showrooms in Europe as part of its current rebranding. Xavier Duchemin, the company's global director of marketing and communication, stated that they are going "one step further" in China.

He further stated that they will be implementing a new joint venture that will only offer the DS products. Moreover, he revealed that China will be "top of the class" when it comes to the "premium approach." Earlier this year, the brand inked an agreement with Changan Automobile Group to create the DS5 in China. The vehicle from the partnership will be available for sale beginning the second half of next year.

Until then, the companies will be selling imported DS5, DS3 and DS4. Citroen also produces vehicles in China in a partnership with Dongfeng Motor Group Co., which builds both Peugeots and Citroens. In European dealerships, the DS range will be given greater prominence.

Duchemin disclosed that they will be developing the space they dedicated to the DS range in the dealerships, adding that they will be placed somewhere "bigger and more premium." Duchemin further revealed that they are about to have three models, which could even be a separate building but not mandatory.

Even if the silhouette of the new DS5 from Citroën remains to be familiar, the singular proportions and the way it is styled will still likely surprise a lot of customers. Its highly unique body appears as a shooting break that contains the Gran Turismo’s spirit.

The aerodynamic sculpture is still there but this time it is composed of the tight and flowing lines which set the possibility of an excellent drive. Though clearly unique, there is no doubt that the new DS5 was inspired by the C-SportLounge concept car. The main difference is that with the DS5, the company knew it had to go even further especially with a real production model.

Looking at its sides, one can immediately feel its personality considering that the body itself is not only able to show vitality but also provide the assurance that the interior is indeed well appointed. The sides have been sculpted in a manner that it gives an interplay between light and shadow and is sure to grab an onlooker’s attention.

This light is in fact a result of being reflected from the thin sabre, in chrome, which starts from the headlamps tip and goes to its front windows. Being in one piece, this sabre is the one that sets how the exterior of the DS5 is styled. Meanwhile, the shadows on the sides are created through the recessed curves that are located in the rear wing, which is in fact another quality from the DS line.

That the new DS5 is road worthy is a quality that is highlighted by the rear portion. Specifically, the new model is positioned evenly on the wide tracks, and this is emphasized by integrating to the rear bumper the twin exhaust pipes the six light guides (another trademarked signature).

When viewed on its front end, it becomes clear that the DS5 is indeed part of the DS range. This is because of the sharp gaze highlighted by its LED light signature with the chevron being housed by the chrome-plated grille, and the oversized air intake. Without a doubt, the DS5 is designed not only to look good but to enhance aerodynamic efficiency.

The bumper and the side air intakes on it not only help the front end get a wider look but also helps in channelling the flow of air around its wheels. Then there are the aerodynamic deflectors incorporated with the single unit quarter-light polycarbonate features.

Because of this, the Cx stands at 0.29 with SCx of 0.69 square meters, a truly aerodynamic design. The Citroën DS5 is sure to appeal to many customers what with the unique extraordinary and daring profile and excellent refined detailing that is sure to attract.

Topics: citroen, china, showroom

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