Citroen is planning a major growth of its premium DS sub-brand in China, including the introduce of three new designs over the next 12 months, including an SUV, according to their managing director, Frédéric Banzet.
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The having a hard time French firm has targeted China as a key market for growth, especially in the premium sector, as well as has put a big investment into a new ‘DS’ factory in Shenzhen in a joint-venture with Chinese brand Changan. Production of the European-spec DS5 started back in September, as well as in March a new saloon version developed purely for China – called the DS 5LS – will join the range, a compact saloon positioned as a rival to the Audi A3 saloon as well as Mercedes CLA.
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Explaining the logic behind introducing three new designs just in China, Banzet said: “During the down turn we went with some difficult times, as well as we had to prioritize specific projects. We had to back the investment in China, as the whole business is far as well reliant on Europe.”
A compact SUV with styling based on the Wild Rubis idea from the Shanghai show will appear in the second half of 2014, however Banzet told us that a decision was yet to be reached on the possibility of this design going on sale in Europe. “The decision has not been made yet, however there is more capability in Shenzhen if we begin to offer higher volumes.” Banzet said.