DS is the luxury sub-group PSA , but until a few months ago all DS were part of the Citroën range. This new entity is trying to compete with large premium with a new image and a strong marketing investment. It seems that one of the strategies PSA will continue looking for the expansion of this brand is re-sell their cars in the US . Citroën officially sold in the US during the 60s and 70s, so we do not talk about a new territory to the French.
Citroen left the US market in the late 70s
With Americans looking for smaller cars and a strong premium market – the largest in the world, without going any further – DS wants to put all eggs in one basket. But an adventure of this caliber requires a lot of financial muscle and distribution network which today lacks. Alfa Romeo and Fiat are already sold in the US, but have used the huge distribution network of Chrysler Group: talk of thousands of dealers spread across the country. And yet, sales are low.
Distribution is a huge challenge , but neither should forget that the US market Citroën abandoned forty years ago, and although the original DS sold in more numbers right across the pond, few remember this myth of the automobile. What we mean is that it will require a huge investment in marketing to present the brand in a country with 330 million inhabitants in a territory whose surface is 20 times that of Spain, one of the largest countries in the EU.
The challenges are considerable, but talk about a possible challenge if PSA tries. Or not? Yet talk of a statement of intent could stay in it. Keep you informed.
Source: C & D