‘PSA’s premium push is already paying off’

Peugeot Citroen's plan to delve into the premium market with its DS brand seems to be paying off, says Steve Fowler...

Opinion: DS3 Crossback

There were plenty of raised eyebrows back in 2014, when PSA boss Carlos Tavares announced plans to turn DS from a Citroen model line into a premium brand to rival Audi, BMW and Mercedes. It was all part of Tavares’ ‘Back in the Race’ strategy, which has already transformed the PSA business – financially and product-wise. It led to the ‘Push to Pass’ plan and more raised eyebrows as PSA bought Vauxhall and Opel from GM.

The jury’s still out on the Vauxhall/Opel deal, but from what we’ve seen so far from this new-look PSA, the signs are good. And from a DS perspective, it’s looking like another Tavares masterstroke. On the face of it, DS has always made complete sense. The French are rather good at luxury fare, so why not in the car game? The luxury goods sector has grown by 72 per cent in the past 12 years, while in the car market the growth among premium brands has massively outstripped mainstream makers’ growth. It’s not just about product, but that’s a good place to start.

Best crossovers to buy in 2018

The DS 7 Crossback is a decent enough first stab at an upmarket SUV, providing sufficient difference from more established German offerings to pick up quite a following. And having seen the new DS 3 Crossback (above) in the flesh, I’d say its proportions, price and quality will provide another compelling reason to choose something that’s a bit different from the norm. Product makes up just one of the three pillars that support the DS brand, with the network and customer experience backing it up.

They provide a strong opportunity to do something better than rivals – which in these cases, can’t be too hard. There’s far more to come from DS with four new cars in the next four years, and electrification, too. Maybe Tavares’ 20-year plan is a little pessimistic.

Get the full story on the new DS 3 Crossback here...

Recommended

New 2023 Peugeot 408 heralds all-new body style for French brand
Peugeot 408 - front
News

New 2023 Peugeot 408 heralds all-new body style for French brand

Peugeot’s new 408 crossover will launch as a plug-in hybrid
22 Jun 2022
Best French modern classic cars 2022
Best French modern classic cars - header image
Modern classics

Best French modern classic cars 2022

French car manufacturing has had its highs and lows, but the cars listed here are all bona fide modern classics
24 May 2022
New 2023 Peugeot 9X8 Hypercar ready to take on Le Mans
Peugeot 9X8 Hypercar 1
News

New 2023 Peugeot 9X8 Hypercar ready to take on Le Mans

Peugeot’s 9X8 will race in this year’s World Endurance Championship and will enter the new Le Mans Hybrid class in 2023
20 May 2022
Peugeot 208 and 2008 gain minimalist gear selector
New Peugeot gear selector
Peugeot

Peugeot 208 and 2008 gain minimalist gear selector

The cars’ strangely shaped automatic gear selector has been replaced with a space-freeing design already seen in the 308
29 Mar 2022

Most Popular

New electric MG Cyberster roadster to take brand back to its roots
MG roadster exclusive image - front
News

New electric MG Cyberster roadster to take brand back to its roots

The all-electric two-seat MG sports car is poised to follow the likes of the MG TF and MGB, and our exclusive images preview how it could look
23 Jun 2022
‘New Jaguar will be “a copy of nothing” – in every way’
Opinion - Jaguar
Jaguar

‘New Jaguar will be “a copy of nothing” – in every way’

Editor-in-chief Steve Fowler thinks Jaguar's rebirth is a risk worth taking
15 Jun 2022
New Alfa Romeo Tonale Quadrifoglio production to be decided by customer demand
Alfa Romeo Tonale Quadrifoglio
News

New Alfa Romeo Tonale Quadrifoglio production to be decided by customer demand

Customer interest will be a key factor in whether a proposed hot Alfa Romeo Tonale Quadrifoglio will reach showrooms
24 Jun 2022