Report: Peugeot Citroen to Announce DS Brand for the U.S. in April

A new report from our colleagues at AUTOMOBILE states that PSA Peugeot Citroen will confirm the entry of its DS premium brand to the U.S. market as part of a highly anticipated expansion plan announcement on April 5. This information comes from a well-placed source who spoke with our sister publication.

The announcement should give details and timing as to when the French brand will return to North America. Iran is also expected to be included in PSA’s international expansion plans, AUTOMOBILE reports.

Citroen revealed DS as a separate brand at the 2015 Geneva auto show and introduced it first in China in 2016. Currently, the DS lineup in China includes the DS3 subcompact two-door, the DS4 hatchback, DS4 Crossback crossover, the DS5 hatchback, the DS5 5LS sedan, and the DS6 crossover. At the 2016 Geneva auto show, DS showed the E-Tense, an electric sports car concept.

AUTOMOBILE suggests it’s likely DS will come to the U.S. with the same lineup as in China, but with the addition of a halo sports car. However, it’s unlikely that we are going to get the current DS models, as the DS3 has been out since 2010. It’s also unknown whether the current designs will meet crash test standards in the U.S.

In Europe and China, DS models are Citroen vehicles with top-spec features and their own unique grilles and badges. Engines include diesels, a turbocharged 1.2-liter three-cylinder, and a 1.6-liter turbo-four, which is rated between 163 hp and 200 hp in performance-oriented vehicles.

In terms of pricing, DS vehicles could range from $25,000 to $40,000 depending on the model. Considering it’s a premium brand, DS could command better profit margins in the U.S. than had Citroen launched more mainstream models. Launching DS in the U.S., however, means Citroen will faces many challenges including establishing its own dealer network. Globally, PSA has an alliance with Toyota for the joint production of city cars such as the Citroen C1 and Toyota Aygo, and another with Mitsubishi, which builds rebadged i-MiEVs called the Citroen C-Zero.

For more, check out the report from AUTOMOBILE.

Source: AUTOMOBILE

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