Photo: Citroen
When the first DS model was introduced back in 2009, many people, including Citroen higher-ups, thought that the little DS3 and its sister models would become top sellers. After 5 years of leeway, sales figures show that the DS brand hasn't performed as well as the industry expected.
Citroen's upmarket division has become a standalone entity since June 1st, but that is not enough to get the chic DS models back in the competition. As it happens, the main causes behind the DS brand's sales downfall are the very competitive and fresher rivals, as well as the slightly expensive and aging DS lineup. So where did it all went down?
Globally, DS sales volume took a 10 percent dive from January to June 2014, with the brand moving only 63,789 cars. The French manufacturer's place of origin was the most disappointing region in terms of sales, with European sales dropping 21 percent to 50,056 vehicles. The Asiatic region was kind on the DS brand, especially the Republic of China, where first-half sales numbered 10,482 automobiles compared to the 957 cars sold the previous half year.
It's no wonder why Citroen's DS arm has launched the all-new DS 6WR premium crossover SUV as a China-only model. As things stand now, the future of the DS brand looks kind of bleak especially on the Old Continent. Even the French haven't been won over by the DS lineup, so something is clearly wrong with Citroen's business practice.
PSA's former head of group strategy, Yves Bonnefont, is currently the leading figure of Citroen's premium brand, but if Yves want to make ends meet, we recommend him to start refreshing and infusing more premium into the model lineup if he wants to have a chance at winning against odds such as the ever popular Fiat 500 or new Mini Cooper.
Globally, DS sales volume took a 10 percent dive from January to June 2014, with the brand moving only 63,789 cars. The French manufacturer's place of origin was the most disappointing region in terms of sales, with European sales dropping 21 percent to 50,056 vehicles. The Asiatic region was kind on the DS brand, especially the Republic of China, where first-half sales numbered 10,482 automobiles compared to the 957 cars sold the previous half year.
It's no wonder why Citroen's DS arm has launched the all-new DS 6WR premium crossover SUV as a China-only model. As things stand now, the future of the DS brand looks kind of bleak especially on the Old Continent. Even the French haven't been won over by the DS lineup, so something is clearly wrong with Citroen's business practice.
PSA's former head of group strategy, Yves Bonnefont, is currently the leading figure of Citroen's premium brand, but if Yves want to make ends meet, we recommend him to start refreshing and infusing more premium into the model lineup if he wants to have a chance at winning against odds such as the ever popular Fiat 500 or new Mini Cooper.
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