FRANKFURT MOTOR SHOW: DS to have its own identity in Australia
Citroen importer Sime Darby confirms that the DS brand will go its own separate way in Australian dealershipsThe recent global roll-out of marque separation between Citroen and budding premium brand DS continues apace with local importer Sime Darby confirming the split will occur for DS in Australia.
Speaking to motoring.com.au at the Frankfurt Motor Show, Sime Darby PR & Communications Manager, Tyson Bowen, said that the brand would either appear in Citroen dealers, within its own DS area called DS Salons, or in stand-alone DS Stores.
"For us, it's how DS translates over time. It'll be a long-term thing; it won't happen overnight. We need to make sure we have the right product, the right brand support in place before we start going down that path."
While a stand-alone DS Store may work in some key mainland capitals, it is unlikely that DS volume would justify the capital investment anywhere else.
Bowen said that the split was inevitable for Australia, given the global move to a stand-alone DS corporate look on all models now complete, except for DS3.
"The DS5 has already been updated, DS4, unveiled today, has new design and new tech. DS3 is yet to make the transition. So we need to ensure we have got a product for a roll-out to be able to say, 'this is our DS look in Australia'. So there is a little bit of planning to do yet."
Bowen said that Sime Darby was in negotiations with PSA, and the in-house split for the Australian market would be contingent on "a full complement of product".
Yves Bonnefant, CEO of DS brand, announced in Frankfurt the global plan to have 160 DS stores before 2020. At present, there are 100 DS Stores in China, and 10 in Europe.
"DS, historically, was sold in Citroen dealerships, but we are creating a retail experience for our customers, combining a number of DS stores which are independent stores, with DS Salons, which are spaces inside of Citroen dealerships with a special DS experience. We have a timeline to occupy at least 160 of them before 2020. The remaining 40 are based in North America or India. Australia is included. There are some of those 200 cities in Australia, yes."
Full coverage from motoring.com.au at Frankfurt motor show here
More photos from Frankfurt motor show in motoring.com.au gallery
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