It’s quite possible that Citroen’s plan to produce a sub-set of DS-labelled niche vehiclesusing its mainstream hardware has been part-triggered by its inability to break its discounting habit.
The company appears to find it near-impossible to sell a car without a juicy incentive attached to it. Since Citroens aren’t that expensive in the first place, it’s easy to see that substantial profits are hard to come by.
So building some more desirable, lower-volume models sounds like a good way to improve its profit margins - provided we want them badly enough that Citroen doesn’t need to pay the VAT on the car to induce us to ink the cheque.
We might have to pay a little more for these Citroens, but we might want to, not least because they may encourage the company’s increasingly inspired design department to direct its creativity towards models that we can actually buy.