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PSA Peugeot Citroen to launch DS brand in the States

Time 5 years ago

PSA Peugeot Citroen is set to launch its upmarket brand DS in America, meaning that French cars will be on sale in the States for the first time since the early 1990s.

The Americans look set to end up with a similar line-up to the one introduced in China recently, which includes the DS 3 two-door hatch, pictured above, DS 4 four-door hatch and Crossback crossover, DS 5 four-door hatch and DS 5LS compact sedan.

© Gerard Uferas Carlos Tavares RENAULT 30_05_11

Carlos Tavares

PSA Peugeot Citroen chief executive Carlos Tavares said in an interview with the Financial Times that the French carmaker’s plan to re-enter the US market was part of a six-year plan to boost profits.

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He warned that in the car industry ‘if you don’t move, you die’, adding that the plans will also see the manufacturer launch in India with locally produced cars and that it will offer a ‘new car in every region, in every brand, every year’ until 2021.

He said: ‘We need to expand to protect the company from any one regional crisis. The company almost paid with its life by having too much of a reliance on Europe.’

The company had to be bailed out to the tune of €3bn two years ago by the French government and Chinese carmaker Dongfeng, with each gaining a stake of 14 per cent.

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