DS’s future strategy will not change despite dramatic sales declines around the world in 2017, according to PSA Group boss Carlos Tavares.
Last year, DS — the French firm’s answer to the likes of Audi, BMW and Mercedes-Benz — recorded a fall in sales in every region bar one, resulting in an overall 38.5% decrease from 85,981 cars in 2016 to 52,860 in 2017.
The declines were greatest in the China and south-east Asia region, where sales fell 63.1%. Meanwhile, sales dropped 45.2% in the India and Pacific, 34.1% in Europe, 20.8% in Eurasia and 9.6% in the Middle East and Africa.
Only Latin America grew in sales, by 21.6%, but that market accounted for just 1304 unit sales.
However, Tavares insisted that the declines were largely a result of the decision by PSA — which is made up of Citroën, DS, Opel, Peugeot and Vauxhall — to cut back dramatically on discounting and bulk sales as it attempts to strengthen DS's residual values and build a more premium brand image.