Friday, April 19, 2024

New car brand cuts sharply for the sake of motorists

The French brand DS, which split off from Citroën in 2014, can't really get hold of customers. And now you are literally trying to go on a diet.

The DS is not the success that Citroën – and the large parent company Stellantis – had hoped for.

So to create less confusion, and perhaps lure more customers out to the dealers, the brand is now cutting back significantly.

So on the equipment list. From this summer, DS models are only available in two equipment variants, Pallas and Étoile.

The name Pallas was first used by Citroën on the DS model from 1964, and it comes from the title 'Palace Accolade', which only the finest French hotels can achieve.

READ ALSO: Electric car brand gives up – production has stopped immediately

Pallas will be the base model for DS, which has been its own brand for ten years now. However, the French say that will still mean 'plenty' of equipment.

Incidentally, DS is one of only three premium brands that Stellantis has to offer. The others are, they say themselves, Alfa Romeo and Lancia.

The Étoile equipment level is named after the open square in Paris 'Place Charles-de-Gaulle', which until 1970 was called 'Place de l'Étoile'. Both equipment options also get their own logo.

All just to make something that really shouldn't be complicated, difficult. Here at home, DS's presence is otherwise minor.

Both when it comes to dealers and models. In fact, the Danish so-called DS Stores only have two cars on offer. From 1 January to 29 February this year, just 47 DS cars were registered. This corresponds to 0.2 percent of the market.

Read more news from and about the automotive industry right here!

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