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PSA Peugeot-Citroën Wants to Bring DS Cars to U.S.

Motor Trend logo Motor Trend 10/7/2014 Erick Ayapana

PSA Peugeot-Citroën wants to sell vehicles in the U.S. again, and it plans to do so with its DS brand of cars. The company has plans to expand the DS brand in 200 cities around the world starting around 2020, and the U.S. will play an integral part in Citroën’s expansion plans.

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“We want to make DS a global premium brand,” DS CEO Yves Bonnefont said in a recent interview with Automotive News Europe. “And you cannot be global without the U.S.”

© Provided by MotorTrend Bonnefont said DS dealerships are slated for at least 30 North American cities and 20 of those would be located in the U.S. If all goes according to plan, U.S. customers will be able to buy DS cars sometime after 2020. The company, however, will wait until 2017 before making a final decision to sell cars in the U.S.

Citroën revived the DS nameplate in 2010 and has since launched a total of five models including the DS3, DS4, and DS5. The DS 5LS sedan and DS 6 are China-specific models. DS is branded as a more premium and upscale alternative to the rest of the Citroën lineup and the lineup is targeted at a number of competitors, including the Audi A3. Earlier this year, PSA decided to further differentiate DS from Citroën by making DS its own brand. In all, PSA has sold over 500,000 DS-branded vehicles worldwide, Automotive News Europe reports.

PSA has plans to expand the DS lineup to at least six vehicles by 2022. One possibility could be a production version of the Divine DS concept car that first made its appearance at last week’s Paris auto show. Sporting front scissor doors and rear suicide doors, the Divine DS concept could hint at the DS brand’s future design language. In Beijing, Citroën showed off the DS 5LS R concept, a performance version of the Chinese-market DS 5LS.

Source: Automotive News Europe, PSA

Citroen Divine DS Concept© Provided by MotorTrend Citroen Divine DS Concept
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