Shanghai (Gasgoo)- Changan PSA will continue to position the DS as luxury vehicle brand, and will launch one new DS model per year over the next five years to complete the product lineup of its SUVs, according to Shen Mingjun, executive vice president of Changan PSA. He also added that Changan PSA will set up a new exclusive department to manage the relationship with customers.
Lack of SUV models made DS suffer sales depression with the SUV market growing increasingly popular nowadays. But things went better as they launched their SUV models. At Auto China 2018, DS released its flagship SUV model, the DS7, which was sold more than 3,000 units during Mar. 20 and the period of Auto China 2018.
To meet the market demands, the DS brand will shape a complete SUV product lineup with the core of the DS7 in the future. To be specific, the interior style version of the DS 7 will be offered in the second half of 2018. In 2019, the PHEV version of the DS7 will be launched. In 2021, the mid-cycle refresh of the DS7 will be released.
As to other models, Shen Mingjun stated that PSA will put an all-new D-class sedan into production only in China in 2019, and later the model will be exported to other foreign countries. In addition, DS will release all-new upgraded crossover models based on the DS 5, which is DS's first mass-production model introduced to China.
Although DS changed some of its product focuses, it still keeps its position as a luxury vehicle brand. On Jan. 13, Changan and PSA added RMB 1.8 billion investment in CAPSA. This move not only enriched the cash flow of DS brand, but also boosted the dealers' confidence. Shen Mingjun said that DS will challenge the annual sales target of 20,000 units, and also will obtain better word of mouth in the future.
To reach the sales goal, DS brand established an exclusive department, which is responsible for managing customer relationships, at the end of 2017. Moreover, the company will also adjust the organization structure in order to absorb marketing talents. Since Changan PSA considers China as a vital market, DS brand is striving to meet the demands of Chinese customers in product and brand position.
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