According to DS Automobiles’ UK managing director Alain Descat, the French premium model will look to solidify its market place earlier than launching any new fashions, and all of it begins with elevating model consciousness.
DS has registered simply 1,146 vehicles in the UK this 12 months, which is lower than 10% of what Citroen achieved, and round 2% of Mercedes‘ numbers. In France however, DS’s market share has grown to greater than 10%, experiences Autocar.
“We’re at 0.14% market share [for the UK], which makes us a small challenger. We know it will take time, maybe 20-30 years, to be up with the premium brands. The UK is one of the most competitive markets in Europe for premium cars,” mentioned Descat.
“We need to lower the threshold for customers to discover who we are. We need to explain where we’re from and the uniqueness of our proposition and explain our product,” he added.
On a extra constructive word, DS not too long ago turned Europe’s first premium carmaker to already meet stringent CO2 targets for 2021. The carmaker is presently promoting the DS 3 Crossback and DS 7 Crossback with Euro 6 ICE models and plug-in hybrid choices, but in addition a completely electrical DS 3 Crossback E-Tense. Meanwhile, the upcoming DS 9 saloon, a future BMW 5-Series / Audi A6 rival, may even be out there as a plug-in hybrid.
Descat described the DS 9 as “not a volume car but important in proving our integrity.”
DS plans on solely providing electrified powertrains by the 12 months 2025, in a bid to additional scale back CO2 emissions.