‘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 Peugeot badge references 1960s logo and signals upmarket rebrand
Peugeot badge
Peugeot

New Peugeot badge references 1960s logo and signals upmarket rebrand

Peugeot looks to a future at the posh end of the Stallantis portfolio with a new logo and corporate look
25 Feb 2021
Peugeot Le Mans Hypercar: Paul Di Resta part of new WEC driver line-up
Peugeot LeMans hypercar - front
News

Peugeot Le Mans Hypercar: Paul Di Resta part of new WEC driver line-up

Peugeot's 2022 World Endurance Championship competitor will be driven Paul Di Resta, James Rossiter, Kevin Magnussen, Jean-Eric Vergne, Loic Duval, Mi…
8 Feb 2021
Stellantis: FCA and Groupe PSA merger confirmed
Stellantis logo
Fiat

Stellantis: FCA and Groupe PSA merger confirmed

Official: merger between two car giants becomes effective as of 16 January 2021 
16 Jan 2021
Peugeot plans range expansion plus hot versions of every model
Peugeot 508 Sport Engineered concept - front
Peugeot

Peugeot plans range expansion plus hot versions of every model

Whole range of new Peugeot Sport models on the way
14 Jan 2021

Most Popular

'Nissan has been quietly building an advantage over electric car rivals'
Opinion Nissan EV
Nissan

'Nissan has been quietly building an advantage over electric car rivals'

Steve Fowler thinks Nissan is in a great position to build on the Leaf's success
8 Apr 2021
New Citroen C5 X flagship crossover set to offer ‘ultimate comfort’
Citroen C5 X - front
Citroen C5

New Citroen C5 X flagship crossover set to offer ‘ultimate comfort’

The new flagship Citroen C5 X will arrive with petrol and plug-in hybrid power, and looks set to cost from around £27,000 when it arrives in the UK in…
12 Apr 2021
Volkswagen Golf GTD vs BMW 120d
VW Golf GTD vs BMW 120d - main
Volkswagen Golf GTD Hatchback

Volkswagen Golf GTD vs BMW 120d

Can the Volkswagen Golf GTD or BMW 120d prove diesel isn't dead?
10 Apr 2021