Manufacturing News

Citroen gives DS range own showrooms in China

Citroen plans to split its DS model range from its other models in China, creating a network of premium showrooms that will sell only the DS3, DS4 and DS5.

It follows the French brand's decision to separate the range in its European showrooms as part of its rebranding.

"In China, we are going one step further. We are about to implement a new joint venture that will sell only DS products," said Xavier Duchemin, Citroen's worldwide director of marketing and communication. "China will be top of the class in terms of the premium approach."

Earlier this year, Citroen signed a deal with Chongqing Changan Automobile Co. to produce the DS5 in China. The Citroen DS5 will be made at a 200,000-unit capacity factory in Shenzhen as part of a joint venture with Changan Automobile.

Cars produced by the partnership will go on sale in the second half of 2012. Until then, the partners will sell imported units of the DS3, DS4 and DS5.

Citroen also makes cars in China in a joint venture with Dongfeng Motor Group Co., which also produces Peugeots.

Meanwhile the DS range will receive greater prominence in European dealerships. "We will develop the space we dedicate to the DS line in the dealerships," Duchemin said. "The place we put them will be bigger and more premium. We are about to have three [models]. It could even be a separate building, but it is not mandatory."

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