Recently, the news about the failure of the DS in China continued. It is reported that, PSA Group has signed a share transfer agreement with Shenzhen Qianhai caused sharp Investment Co., Changan PSA will be held by the transfer of an additional 50 percentage stake to the sea before Rui cause. The former is caused by a sharp sea 100 percentage Boland car owned subsidiary, which means that the entire share capital of Changan PSA will fall into the hands of Baoneng car.
Changan PSA was founded in 2011, focused on creating high-end brands Peugeot Citroen’s DS, but the effect is not satisfactory. 2018, DS sales in China only five thousand units by 2019 the situation has not improved.
At this point someone might ask, do the authors really is Chang’s fault?
really is not.
say that for centuries was destroyed Changan Ford, but Ford has just landed in China that would help it not Changan Ford quickly open the Chinese market? Classic Fox has ownership of that year is still huge, and Maverick Carnival is also red network models. The main reason for today so mingled Ford Field or because they seek death, to put its main models are not adopted by the public three-cylinder machine, so sales have been declining; and Changan Suzuki own generation is not positive, its models more and more do not meet people’s tastes, and finally broke Chang is inevitable; the reason is purely Changan Mazda sales were flat because their own boss Department of the Buddha, after all, people say to themselves now sold quot; very satisfied quot ;. A pig stalls Chang Buddha teammate and two players tie, the pot can not really fared well to push all of Chang’an.
DS mix well even blame Chang’an, you heard of this brand DS do? Even if you have heard, that you know about the DS and how many?
Emmmmm
almost equal to no brand image, marketing is no walk in the heart, which is almost fatal for a luxury brand is almost no background at all. Not a brand image, and second, there is no mass base, then even if DS luxury, it is difficult to sell out.
Say, buy French luxury car, do you really sleep well …
and more beautiful quality[Good], a lot of people have had the experience, and from luxury cars under such a brand, should all be willing to pay the true love pink bar. After all, it relies on high-value color and romantic, really hard to get people to pay.
The DS into China Changan chosen as a partner, which seems a bit odd. Chang is not to say do not fly, but the Dongfeng PSA already has partners in China, why reinvent the wheel it? You know, DS’s models, most with Peugeot and Citroen uses the same platform and cost the same set of components, DS obviously can be shared production line with PSA Peugeot Citroen, saving open up the market, but also can borrow Dongfeng Peugeot and Citroen channels rapidly.
to find another partner, not only would need to re-build the production line, but also in the early stages of production can not let the perfect product, also saw a lot of flaws. Had the DS work directly with Dongfeng, then perhaps the situation would be a little better now.
DS failed in China, not just its own problems, but French cars of the problem.
In fact, if the French cars can certainly seniority after blasting a public car prices, but the Frenchman when China first came to test the water, completely understand the Chinese market. Year of Citroen in the eyes of the French people is invincible, based on Beverly Rally Championship Citroen ZX models to build from, technically France also has absolute confidence, but also in the eyes of the French, was Beverly’s competitors – Jetta and Santana both engine does not fiddle with a good chassis, but all day long in the interior and modeling efforts guy is a big flicker level of existence. But Beverly life and death is sold, but the two ought German goods, because Beverly as a hatchback, it is not in line with people’s aesthetic.
on behalf of another French cars Peugeot on technical updating always half a beat slower than the others, the most famous is the ancestral 4AT gearbox, and in the other car firms have to spend 6AT, even when 10AT, Peugeot also hold that sets a lot of setbacks and problems 4AT hold, old technology is indeed unacceptable.
Furthermore law is designed wonderful car window lift button on the center console, dashboard counterclockwise, the intermediate will not turn the steering wheel in French cars … people do not know like loveUnder conditions also still stuck to their unique design style, which led quot; French romantic quot; became a national joke rim.
To summarize the above points, it is the French people feel they have to own the best cars are brought, the Chinese people too happy, but in fact people what most concerned about several aspects of the law competitive cars really do not gnaw. Fuel consumption is not low, power is poor, not much room, or scooters suspension, the price is not cheap, we bought you back to enjoy torture?
Even better DS, French cars do not understand the bank also arrogant attitude, has given a bad impression left by the people, to have today’s dismal sales, it is not wrong.