With a newly expanded line-up, dealer network and potential market reach, DS is targeting a year of significant growth in the UK in 2022, which could cement it as a front runner in the mainstream premium segment.
UK managing director Jules Tilstone hinted at the potential for its new four-model portfolio to achieve record sales and attract buyers from previously untapped segments: “With two cars last year, we accessed 22% of the premium car market. With these extra two – DS 4 and DS 9 – we can double that to 44%.”
Join the debate
Add your comment
I do like the sheer optimism of some brands - "we will double the number of models we offer therefore we will double our market share" erm....not quite! The new 3 & 4 might do well, but who exaclty is going to buy the 9? It will appeal to a tiny number of people, & will probably have deprecation that would keep most buyers awake at night!
And on top of all this, brands like DS want dealerships to open up new dedicated showrooms etc for a portfolio that will never be very profitable - including brands like Alfa & Jeep isn't exaclty going to have customers queuing around the block.
People also think about deprecation and resale and French cars lose money faster than other Brands.