Citroën's DS brand is racing to establish itself as a full-line premium competitor in the booming Chinese market, according to brand director general Frédéric Banzet.
In 2014 there will be the launch of a DS SUV (based on the same platform as the DS5 models) in China and, in 2015, a bigger luxury model. All the models are built at the CAPSA joint-venture factory in Shenzen.
The four DS models will eventually be joined by a new battery-powered car (probably wearing the Citroen badge), development of which is a requirement of the joint-venture deal with Chinese company Changan.
Speaking to Autocar at the unveiling of the DS5 LS in Paris, Banzat said that China was ‘extremely important’ because it was set to become the world’s largest market for premium cars. “China has the highest growth potential and the highest profits. Although the Chinese premium car market only accounts for 9 per cent of sales today, we expect it to match Europe’s premium share of 15-20 per cent. We absolutely want to be in this ‘profit pool’ with DS.”