PSA launches DS models in China to further increase sales

Article by Anita Panait, on July 3, 2012

PSA/Peugeot-Citroen is now introducing new models in China’s luxury car market as the French carmaker aims to further increase is sales figure in the country. PSA aims to almost double its sales of lower-range cars in China by 2015, during which it expects Chinese sales to account for around 15 percent of its global figure.

PSA’s luxury car sales in China accounted for around 11 percent of its global figure in 2011. The Chinese luxury car market is currently dominated by Volkswagen's Audi, BMW and Daimler's Mercedes-Benz and is being viewed by global carmakers as an important market particularly as the current economic situation in the West, particularly in Europe, has been negatively affecting vehicle sales. PSA is now introducing its upscale Citroen DS3, DS4 and DS5 models in China in order to take a chunk of the luxury car market in the country. 

In an interview with Reuters, PSA’s head of Asian operations Gregoire Olivier said that the luxury car market now accounts for 8 percent of the Chinese market, which translates to one million customers this year. Olivier remarked that the premier car market will account for over 15 percent of the Chinese market by 2020.

Olivier said that the company is targeting the new generation of premier car buyers through its Citroen DS model range. PSA expects the model range to compete against Volvo, rather than versus Volkswagen's Passat or the Buick Lacrosse at the top end of the regular car market. PSA prices the Citroen DS5 CNY300,000 to CNY350,000 ($47,000 - $55,000) and the Citroen DS4 at up to CNY300,000 – almost the same price as its Volvo counterparts. Peugeot has started opening dedicated outlets for the Citroen DS in China, and aims to open 100 of them by 2015.

It is easy to see that the new Citroën DS5 is both a visionary model and an innovative one. However, it is more than that. This new model brings with it pleasure, considering that it is an emotional model that manages to stimulate one’s imagination. No wonder each trip done in the Citroën DS5 is different from one another. The main feature that many will clearly recognize is its aerodynamic sculpture.

This is due to the tight and flowing line which gives a clue as to the amazing drive ahead. Looking at the front, it is obvious that this new model is indeed part of the DS range. It has the chrome-plated grille which houses the chevrons and an air intake that looks oversized. There is also that penetrating look which is highlighted by its light signature that utilizes LED.

It is however on the side that the DS5 is able to put on full display what it really is. The sides have been sculpted in a manner that allows for the interplay of light and shadow, easily catching the attention of onlookers. This same light is later reflected through the slender chrome saber which begins at the edge of the headlamps going to the front windows.

The Citroën DS5 is inspired by the C-SportLounge concept car. This was clearly not enough as the brand wanted to take the production version to new levels. Indeed, the new DS5 is able to surprise many people. This is not just because of the style but also because of its singular proportions and the profile that is immediately recognizable. The body actually looks as if the spirit of a Gran Turismo has entered it.

Topics: psa, china

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