DS BEGINS THE PROGRESSIVE CLIMB TO SUCCESS WITH ITS UK PLANS
- DS Automobiles in the UK sees sales return to growth following the commitment to separate and operate the Brand and Franchise solely as DS
- Since its formation in 2015, DS Automobiles plans annual new product introductions culminating in a six-model range, a new ‘boutique-inspired’ DS network and a portfolio of services and benefits with ‘Only You, DS experience’ programme
- Participation and Championship success in Formula E has accelerated the development of Electrified road cars, that means all models of the DS range are all now available with either an all-electric or hybrid (PHEV) versions
DS Automobiles is where Savoir-faire (know-how) meets advanced technology – from new brand DS.
The new DS brand was conceived in 2014 and initiated in 2015 and separated to form a dedicated Franchise in July 2018. In the 3rd quarter of 2019, DS sales were up 40.4% vs the 3rd quarter of 2018 which was the first quarter since the Network separation (July +25%, August +113%, September +33.6%).
Growth came from DS 7 CROSSBACK, which sales volume YTD (Jan-Sept) in 2019 has grown by +55.9% vs 2018, and the new DS 3 CROSSBACK which is enjoying a very promising start in the UK market.
With its second-generation product range increasing, network expanding, participation in Formula E resulting in Championship success, which accelerated product development, means that from now on DS can offer electrified models in all of its new cars, thereby reducing emissions and increasing appeal.
Growing DS Network
On 1 July 2018, the DS Franchise separated from its sister brand to operate as a dedicated, singular marque and began the completion of its first-generation range with DS 5, DS 4 and DS 3, and in this transition period the network outlets reduced from c160 to 18 DS dedicated boutiques, the DS SALONS and DS STORES. Since July 2018, the DS network has doubled its size in the UK, with recent openings of DS STOREs in Birmingham North, Belfast, Carlisle, Durham and Newcastle has a total of 36 DS Retailers. More openings are planned for the coming months, including a new flagship DS STORE in Chiswick, London West which is due to open in the first quarter of 2020.
Formula E success and accelerated product development
In the Formula E Season 5 (December 2018 – July 2019) Jean-Eric Vergne and DS Techeetah convincingly won the drivers and Manufacturer Championships. This was the first season of the Gen II cars, that race in prime cities around the world with a single electric race car (the first-gen cars required a car change mid race). With increased manufacturer involvement - in electric motor design and electronic developments, Formula E now has seven lead manufacturers participating in Season 6 (racing from Nov 2019 to July 2020) and culminating in the race finale in the UK at the Excel Arena.
Product and Sales
The best-selling DS 3 model in the first six-months of 2018 accounted for a considerable proportion of that year’s sales, especially with c160 outlets. For the second half of 2018, with a much-reduced network (18 outlets) the main-focus moved to the first of the emerging DS second-generation range, with DS 7 CROSSBACK – the all-new premium SUV.
All DS products combine a premium environment, with advanced technological features and reference the brand’s pedigree with special attention to headlamp design and performance, suspension ride quality and comfort, power in reserve with efficiency and spaciousness are a few of the numerous style and attention-to-detail features that identify DS cars for being distinctive and engaging.
In 2019, as first-generation DS cars ended and DS 3 CROSSBACK arrived at the end of the second quarter, it hasn’t been properly possible to compare like-for-like sales conditions. The DS product and network transition period has been reflected in the sales performance, and that is now seeing progressive monthly growth. DS 3 CROSSBACK is in full supply to beginning the sales recovery, and with the highest level of orders being taken outside the French market. The two premium SUVs, new and fresh in the market, will help the DS brand to continue increasing sales. The anticipated arrival of electrified versions, with the 100% electric DS 3 CROSSBACK E-TENSE and PHEV DS 7 CROSSBACK E-TENSE (with 300hp, 4x4 and CO2 from 33g/km) will drive a new wave of interest for LEVs (Low Emission Vehicles). DS is among only a few brands currently able to offer all its products with a choice of Petrol, Diesel and electrified versions.
DS 3 CROSSBACK E-TENSE is now Open to Order with monthly PCP offers from £369/month and the PHEV DS 7 CROSSBACK E-TENSE 4x4 is available to reserve, with full range details at www.dsautomobiles.co.uk.
DS has plans to introduce new models annually, culminating in a six model range, all being available with Internal Combustion Engines (ICE) and electrified versions, with new designs from 2025 being exclusively electrified, with either all-electric or PHEV, or offered with both.
Enhanced services and benefits with OnlyYou
‘OnlyYou, the DS Experience’ is a widespread portfolio of premium services to ensure DS owners have choices, services and benefits beyond conventional facilities, and to ensure that DS is there for them and their particular requirements. This aims to prioritise the customer demands and build on the brand’s ambitions for outstanding customer service, while at the same time introducing new levels of personalisation to DS customers, offering first-class levels of customer service to a new audience while offering all DS owners opportunities for money-can’t-buy experiences.
DS Certified, has been awarded the What Car? Used Car of the Year Best used car scheme for 2020 award, clearly demonstrating that the brand is focussed on what matters to its customers with the DS ownership requirements.
Alain Descat, Managing Director of DS Automobiles in the UK, commented: “The investment and commitment for DS Automobiles – the premium brand of Groupe PSA - is recognised as a long-term journey, and while drawing influence from Fashion and Luxury brands, the promises made have been delivered. The UK application for DS has been particularly challenging, especially given the considerable transition required to come from a very smaller network and build it for to benefit long-term into the single franchise ethic. These seeds of growth are already showing positive signs with customer delight and sales growth, fully appreciating that while currently relatively small are nonetheless looking healthy. The products now available to customers, with high levels of style and appealing features is now further enhanced given the choices of highly competitive electrification versions. DS really is a brand of great interest and fascination, and what follows can on only enhance the DS brand’s enhanced appeal.”
ABOUT DS AUTOMOBILES
Driven by the avant-garde spirit and backed by an exceptional heritage of the 1955 DS, DS Automobiles, launched in 2015, aims to embody French luxury savoir-faire in the automotive industry. DS Automobiles is the PSA Group's Premium brand.
Designed for customers seeking personal expression and eager for the latest technologies, the second-generation DS models combine refinement and advanced technology. With the SUVs DS 7 CROSSBACK and DS 3 CROSSBACK, the DS brand is launching a range of six worldwide vehicles, all offered in electrified versions under the E-TENSE signature.
For its demanding customers, DS Automobiles has created ‘ONLY YOU, the DS experience’, its exclusive service program for a unique brand experience.
Present in 32 countries, the DS brand has created and is developing an exclusive distribution network that includes 400 DS STORES and DS SALONS throughout the world in early 2019.
Follow all DS news on www.DSautomobiles.com @DS_Official
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