Photo: DS Automobiles
The French DS Automobiles brand has begun its 2016 sales offensive with its first dealership in Iran.
The high-profile ceremony held in Tehran marked the entry of the young brand in a country with a population of 80 million people. The French company hopes to succeed in Iran, as two-thirds of the country’s population is aged under 30, making for a perfect match for the ideal customer.
The first DS Automobiles models offered for sale in the Middle East are the DS5 and the DS 6. The latter was only available in China until recently, so any Iranian francophones have got a lot coming to them.
The Iranian car industry is the second most active of the country and accounts for 10% of the GDP. However, international sanctions on the country, along with high inflation have reduced sales growth in the passenger car segment.
Automakers have kept a close eye on the moment when international sanctions on Iran will be lifted, and the French group PSA Peugeot-Citroen is one of the players who want to get a head start in this country. If DS Automobiles succeeds in Iran, it could have an extremely lucrative car market on its hands, where the brand can develop its image and sell many cars.
Back in 2014, PSA Peugeot-Citroen officials announced a strong offensive for the DS brand, and Iran seems to be one of the countries that will receive particular attention from the French maker. In a way, it is easier to succeed there as a new carmaker than in stricter markets like Europe, where the DS brand is perceived as a fancy version of Citroen competing in the premium segment.
Only time and international sanctions will tell if DS Automobiles will mark a successful campaign in the second most populous country in the Middle East North-African region. Who knows, maybe Iran is the next cash cow for premium and volume brands alike.
The first DS Automobiles models offered for sale in the Middle East are the DS5 and the DS 6. The latter was only available in China until recently, so any Iranian francophones have got a lot coming to them.
The Iranian car industry is the second most active of the country and accounts for 10% of the GDP. However, international sanctions on the country, along with high inflation have reduced sales growth in the passenger car segment.
Automakers have kept a close eye on the moment when international sanctions on Iran will be lifted, and the French group PSA Peugeot-Citroen is one of the players who want to get a head start in this country. If DS Automobiles succeeds in Iran, it could have an extremely lucrative car market on its hands, where the brand can develop its image and sell many cars.
Back in 2014, PSA Peugeot-Citroen officials announced a strong offensive for the DS brand, and Iran seems to be one of the countries that will receive particular attention from the French maker. In a way, it is easier to succeed there as a new carmaker than in stricter markets like Europe, where the DS brand is perceived as a fancy version of Citroen competing in the premium segment.
Only time and international sanctions will tell if DS Automobiles will mark a successful campaign in the second most populous country in the Middle East North-African region. Who knows, maybe Iran is the next cash cow for premium and volume brands alike.
Google News