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. [source: Autonews]