DS in China, the revival of Citroën in Asia

This month, Creative Culture is looking at the success of Citroën, and notably that of the legendary DS in the Middle Kingdom. This is the tale of how a local strategy and bespoke positioning in a key market can drive a car model to the status of icon.

In China, DS has become a brand in itself. Throughout the country people speak about DS with little to no mention of Citroën. It is understandable then that the French brand has chosen to focus on developing their premium image in the world’s most populated country and guess what… their strategy has paid off! The brand has seen an increase from 2 to 22% in the number of DS cars registered in 2014. But let’s dig deeper and see what the reason behind the success of DS in China is all about.

A market fond of luxury 

Upmarket, glamour, China welcomes the DS and other premium Citroën models with more enthusiasm than other ranges. China is notably a country fond of French luxury.

Over the past twenty years, the country has experienced an economic boom, resulting in many young entrepreneurs and Chinese businessmen being able to afford high-end products. In addition, DS has been propelled to a world-class standard, especially in the Far East, with a brand and logo that now signify both prestige

and self-assurance. 

 

Models exclusive to China 

Not only do Citroën and DS resonate with the preferences of Chinese consumers in the luxury sector who are after innovative design, quality, performance, but most importantly models are released exclusively in China. The SUV DS Wild Rubis and the DS 5LS R were unveiled at the Beijing Auto show in 2014 and the DS6 model was made available solely in China in September last year.  And this is how their egos have been stroked over the last decade.  

A rock star strategy
Along with the special treatment that the Chinese market receives, DS has developed a strategy fit for a rock star. In 2013, DS inaugurated the first DS World in Shanghai, a year before one was opened on the Champs- Elysées in Paris, a temple of design and shrine to automobiles finest. Dedicated to the DS brand and the French culture, the store takes visitors on a journey through the cultural heritage of the iconic model, in the form of photographs and accessories.

Throughout the country there are more than 60 dealerships devoted to the model, known as « DS Stores » (similar to the concepts of the Apple and Disney stores), as well as a number of « boutiques » with accessories and branded merchandise.  

A few decades ago, General De Gaulle would have been a strong contender for the position of brand ambassador, a Frenchman loved by many Chinese. However today, it is Sophie Marceau who holds the title, embodying the localised brand image, as glamour and class unite.
 

 

The implementation of a local strategy has driven the success of DS in China; an ingenious mix of market observation, French luxury taste analysis and the exclusive release of models in China; a communication strategy that has captivated the local crowds.

Enjoyed this article? Have a look at our blog for our article about the Citroën advertising saga.

Thanks to Paul Mahouin, Corporate Press Officer at Citroën for his support.

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