‘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

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
New tech specs of 2022 Peugeot Le Mans hypercar racer revealed
News

New tech specs of 2022 Peugeot Le Mans hypercar racer revealed

Peugeot hypercar will pair a V6 engine with an electric motor in the 2022 World Endurance Championship competitor
14 Dec 2020
Peugeot launches official restoration service for heritage vehicles
News

Peugeot launches official restoration service for heritage vehicles

Peugeot is currently rebuilding a 205 GTi to original specification – and the service will be open to the public from early 2021
15 Oct 2020

Most Popular

BMW 5 Series vs Audi A6 vs Volvo S90
BMW 5 Series vs Audi A6 vs Volvo S90 - main
Car group tests

BMW 5 Series vs Audi A6 vs Volvo S90

Can plug-in hybrid power create a clear winner out of the BMW 5 Series, Audi A6 or Volvo S90
23 Jan 2021
Best small 4x4s to buy 2021
Dacia Duster ford
Best cars & vans

Best small 4x4s to buy 2021

Need 4x4 capability without big SUV fuel bills? Take a look our top 10 small 4x4s instead
6 Jan 2021
New Lotus ‘Type 131’ due in 2021 as Elise, Exige and Evora bow out
Lotus range
Lotus

New Lotus ‘Type 131’ due in 2021 as Elise, Exige and Evora bow out

A new look Lotus line-up is teased with heavy influence from Evija hypercar expected
24 Jan 2021