3:20 pm, February 28, 2017
ONE of the biggest challenges currently facing DS Automobiles is its dealer network, according to the manufacturer’s UK brand development director.
Arnaud Leclerc told Car Dealer Magazine that establishing a reliable and recognised dealer network has been crucial to DS Automobiles’ goal of being perceived as a premium brand.
Speaking at the reveal of the new DS 7 Crossback, Leclerc said: ‘The challenge that we are facing now, that is probably the most important is our dealer network, because while the product is important, the experience is also important.
‘If you buy a premium car, you buy because of the car. But if you stay with a brand, you stay with the brand that offers the best experience. If the experience is at the top level, you will stay. If the experience is not at that level, you will not, so we need to transform our network.
Leclerc continued that DS will need to accelerate its progress and be able to deliver its network by the end of this year.
He continued: ‘Under the new network, only the DS Store and the DS Salon will be able to deliver the DS 7 Crossback.
‘The Citroen dealerships, which are still in contract with us, will not have the capacity to deliver the DS 7 Crossback because it has to go through a dedicated experience.’
Simon Davis
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