Citroen's DS premium brand US bound?
The report comes from Car and Driver, which cites a source within the French automaker that calls DS' move into the US market "necessary" and that it'd happen in just a few years. That is the most startling part of this report. We'd imagine that with a US debut a nearly at hand, Citroën would be going into overdrive preparing everything from a distribution channel, to a service network, to sales and marketing.
And it's that multitude of challenges that has us at least a tiny bit skeptical of the DS brand's return. If the company were preparing for this, there'd be a trail of some kind. The lack of such a thing doesn't do this particular rumor any favors.
For those that need a refresher, DS currently sells three models. The DS3 – offered in hardtop, cabriolet, and as a hot hatch called the Racing – would match up against a premium B-segment product like Mini's Cooper and Cooper S. The DS4 is a hatchback that'd take aim at the likes of the Buick Verano. The range-topping DS5 might be the toughest proposition for the US market, as it's offered only as a sizable (for a French car) wagon.
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