2019, China automobile market once again saw a decline of sales, the narrow passenger cumulative sales of about 20,697,600, down 7.4 percentage year on year, winter still. China’s automobile market is not only a bad market environment, the same is true of the global automobile market, according to foreign media reports, in 2019 the world’s major automotive markets in China, the United States, India, Japan, Russia and other countries there have been cases of car sales decline, the global automotive overall market downturn.
Recently, the PSA Peugeot Citroen Group (hereinafter referred to as quot; PSAquot;) announced its latest sales results. Data show that the year 2019, PSA Group’s global sales of 3.5 million, compared to 3.878 million in 2018 fell 9.4 percentage. From all regions of the world point of view, PSA remove the Indian and the Pacific, Eastern Europe and Russia region realized foreign weak growth, other regions have experienced a sharp decline.
and this one, from the brand sales performance in all major world markets point of view, DS brand sales accounted for nearly two years and can say that sales are very bleak.
into the European market DS main battlefield
PSA sales data from major regions in the global perspective, DS brand in 2019 in new cars were sold in the European market 56,393 units, up 22.6 percentage. While in the Middle East – Africa region sales up 30.5 percentage than the web, but its sales have also only 1879 units. In addition, China – South America, Southeast Asia market and sales market and even fewer, but were down sharply than sales, that is, the European market is the main battlefield of the DS.
Admittedly, from the point of view of the performance of 56,393 units, DS brand in the European market is still a good sales performance of the brand, of course, this record BBA and still no way these first-tier luxury car prices comparable, but its share of the European market visibility and market share is much higher than other markets.
PSA as the second largest European market depot, with Peugeot, CitroenLong huge market basis, consumers are naturally more comfortable with the PSA’s DS luxury brand, in addition, the Chinese market is more valued displacement engine, suspension, etc. aspects, but rather DS brand just to meet the European market, which is DS selling well in the European market the main reason.
as well as the significance of the presence in the Chinese market it?
2019, PSA in China – sales market in Southeast Asia is 117,084, up down 55.4 percentage specific to each brand’s decline also were about 50 percentage. Among them, the Peugeot brand fell 55.7 percentage, a total of 63,559; a decline of 55.3 percentage Citroen, sold 51,167; Opel fell 57.3 percentage, is 248; DS brand sales of 2110, down 46.6 percentage.
China as the world’s largest auto market, from the point of view sales data released by PSA, even with the Southeast Asian market, DS brand sales have only just crossed 2000. That, meaning this brand in the Chinese market as well as the existence of it?
DS brand has many reasons Chinese market downturn, cover models, products, brands, marketing, etc. are all factors that limit the development of DS in the country, although the PSA for the Chinese market a series of changes in 2019 but on DS brand in China market point of view, in order to open up a market DS is not easy.
along with the upgrading of consumption, many luxury car prices in the Chinese market is quite brisk, in addition to more brands to expand product distribution in the Chinese market, the localization process is accelerating but DS brand to current performance, just by virtue of the unique design does not seize the Chinese consumer tastes, or to carry out a full range of business improvement.
by the end of 2019, Changan PSA regarding the acquisition of treasure can officially settled, attention, Boland acquisition of the assets of Changan PSA instead of the DS brand, Po can acquire Shenzhen facility will become DS stage several domestic brands foundry models. DS brand in the future development of the country will use the OEM and the way of imports, brand and marketing rights belong to the PSA, that is to say, the Chinese market DS brand embarked on independent development.
With the new product strategy and the introduction of a series of models, DS brand in the future action has become extremely Aspect of the Chinese market has been no great improvement in terms of French cars, which probably a good thing, but from the current fierce competition in the domestic automobile market, DS brands want to be based, in particular, be recognized by consumers, to pay, still not an easy task.
written in the last
Admittedly, to PSA as the representative of the legal systems of the brand in the Chinese market did any improvement, while declining sales of DS brands how to re-open the Chinese market, might become the future in the new PSA Aspect Chinese market, the next step is to look at specific strategies DS brand in the Chinese market, but it may not be easy.