Citroen Reaffirms Plans to Bring Premium DS Brand to US

Citroen Reaffirms Plans to Bring Premium DS Brand to US

There’s still hope that a French automaker will return to selling cars in the U.S.

Peugeot exited the U.S. market in 1991, but things are looking more and more likely that the French automaker will eventually bring its premium DS brand to the U.S. The DS moniker used to be applied to Citroen’s more luxurious models, but PSA has now made it a sub-brand. The company has committed to introducing six new models by 2020 and rumor has it that at least two will be crossovers and one will be an EV. Considering how popular crossovers are in the U.S., it’s no surprise Citroen is eyeing the market for a potential return.

SEE ALSO: Peugeot Planning Return to US Market Under DS Brand

Speaking to Car and Driver, DS’s head of development Eric Opode said, “It’s not on the agenda today, but we may come to it. We proposed a strategy to be in the top 200 cities in the world, and that is what we are following. Wherever there is a premium market we want to be, so in the future we will clearly be targeting those cities.”

Opode added that DS will be marketed as a premium brand with an identity separate from either Peugeot or Citroen, neither of which will be returning to the U.S. anytime soon, if at all. He did also say that DS won’t be a volume brand, so don’t expect an abundance of units being offered in the U.S. if DS does eventually come stateside. But if all goes well for the sub-brand, it’s hard to believe that a U.S. city wouldn’t meet the company’s requirements of being in the top 200 cities in the world.

[Source: Car and Driver]

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