Foreign media analysis DS how to seize the Chinese appetite

"European Automotive News" wrote "China has room for PSA's upscale DS brand" a few days ago, pointing out that DS brand is well-positioned and has good prospects in China. Gasgoo.com translates this article, as follows.

PSA Peugeot Citroen's DS luxury brand is advancing along the road to success in the Chinese market because Chinese consumers have strong demand for French luxury goods - but not as opposed to German luxury cars.

Among the upper middle class consumers in China, French luxury goods are heating up. DS positioning is just right, providing a French driving experience for Chinese people thousands of miles away from continental Europe.

DS's main selling point is the design and custom leather upholstery interior that builds a Parisian style expression. The DS has become popular after being associated with French fashion and has also begun to play a role in the gains of sales volume.

According to IHS Automotive, DS sales in China can reach 34,552 this year, and it is expected to reach 110,583 units in 2018. On October 22, PSA Peugeot Citroen released data saying that sales of DS were 15,400 vehicles in September. (Editor's note: According to official DS data, including imported cars and domestic cars, DS sold 17,023 units in China in the first three quarters).

In September, PSA Peugeot Citroen began selling its second DS model in China, the DS 6WR crossover. In September 2013, the group released its first domestic model, the DS5 LS compact sedan. PSA Peugeot Citroën and DSC's joint venture plant in Shenzhen, South China, have put into production DS models.

Unlike Audi, BMW and Mercedes-Benz, Chinese consumers usually do not buy a DS as a social status symbol, but rather enjoy DS's French fashion.

Do not expect that in the foreseeable future, a large number of Chinese consumers will deviate from the mainstream and give up buying popular German luxury cars.

In the first nine months of this year, Audi sold 415,704 vehicles in China, followed by BMW's 335,863 vehicles and Mercedes-Benz's 203,485 vehicles.

German luxury cars will still lead in sales and prices, but China will still have a large number of consumers ready to pay for the French-style mysterious fashion, which will make DS successful.