6:20 am, September 29, 2011
The managing director of Citroen UK chats to JAMES BATCHELOR about her high hopes for the DS4, after the phenomenal success of the DS3
How important is DS4 to your dealers?
The DS3 has a been a phenomenal success, not only for the brand in terms of giving us a hero in our marketing, but it has also given a profit opportunity for our dealers. Moving on, DS4 is the next in the range, and our dealers are very excited in terms of adding that to their range.
One of the interesting things that we find is that when dealers push the DS3 it not only increases showroom traffic but increases interest in C3. We’re hoping – and I’m sure we’re correct – that DS4 will do the same for us – attracting a different type of customer and attracting more interest in the C4.
Will the DS4 create as much interest among buyers as the DS3?
That is an interesting question, and until we test it, it’s one that’s hard to answer. DS3 has had extraordinary success – in fact, if I’m honest I’ve been very surprised at this – and one which we hope to continue. DS4 is a different proposition, sits in a different segment, is differently priced – so we really don’t know.
Could DS ever have its own selling space in dealerships?
Let’s be clear – the DS is a range, not a brand. That said, it stands alone and should not be compared to the rest of the range. What we say to our dealers who choose to sell DS is to put on a DS display area as it is a supplementary range to the C-range.
We want DS to sit alongside the C-range but displayed specifically on a podium and with specific signage. Moving on, it depends upon how successful the DS range is. We may be looking at doing something quite interesting with this product – but at the moment, I don’t know. A DS boutique for example?
Could you ever see a DS badge on an electric Citroen?
The DS5 will have the diesel Hybrid4 technology so in a way, there is already an electric component in there. And with DS4 we have the e-HDi micro-hybrid technology. There are developments in introducing new technology to the DS range, but on an electric car I think that is a bridge too far in terms of this discussion.
Is the electric C-Zero model a serious electric car for Citroen or is it explorative?
It is serious, but in terms of electric cars there are three options depending on the type of customer. One of these is electric cars, there is also a place for micro hybrid technology, and thirdly, when we launch DS5, we will have diesel hybrid technology. For me, there is no one solution – so C-Zero is an important part of that strategy but it’s not the only solution.
How is the dealership rebranding going?
The rebranding of our dealerships is going on as we speak. Our plan – and at the moment we are on plan – is that 100 per cent of our dealers will have the new identity by the end of the year. Dealers are telling me that their customers are appreciating the new look, but more importantly, the dealers’ staff are much more motivated with the new look because it is a nicer place to work.
What are your plans with the network for the rest of the year?
Currently we have got 178 dealers and we have 27 open points if I’m honest with you – and our plan over the next two to three years is to fill those. What we hope to do by the end of the year is to grow the number of dealers to get to around 180 or 185. On those open points, there are some which are close to completion.
We are very much going down the route of looking for regional partners, so if there is a partner who already has, say, two dealerships in that area, it makes sense to work with that partner who works with us and knows us and we can move forward in having
a third showroom. We’re very keen on having clusters – and clusters are good for dealers because they get the economies of scale. That obviously doesn’t preclude a new group coming in as we have had a number of interesting conversations with new groups.
