June 28, 2012, Beijing – DS – a new-generation luxury brand – held a grand China market launch celebration in the 798 Art Zone. Shining models DS 5 and DS 4 became eye-catching starts at the celebration which highlighted luxury from Paris and brought together numerous celebrities and stars. Audacities, distinctive and progressive key values of DS brand were perfectly integrated into theatrical design and creative performances. More than 600 guests including leaders of joint venture CAPSA, representatives of parent companies, celebrities, partners and domestic and overseas media attended the celebration to witness the milestone time of DS’s official presence in China. (Note: the price of DS 5/DS 4 will be inserted in first paragraph and sent to media by email)
CAPSA president Mr. Eric APODE is full of confidence in the development strategy of DS brand. “DS has been committed to providing innovative, personalized and inspired driving experience connected with a new generation of premium customers, reflecting their attitude, life style and value. Our vision is to build DS into a unique premium car brand in the next five years that has won the love and respect of premium customers based on shared values and attitude rather than traditional status,” said Mr. Eric APODE proudly when talking about the important significances of DS market launch, “It is a celebrating moment which marks the launch of DS 5 and DS 4 as well as official market launch of DS brand. This moment also presents the collision of Chinese and French cultures as well as the sublimation of DS Spirit!”
DS brand is launched on the market to create and lead a new visionary experience of luxury
DS’s name roots from the famous CITROEN car which debut in France in 1955, two letters that embody creativity, daring and high standards, a symbol of innovation, expertise, style and technology, DS expresses a new way of conceiving the automotive future, one inspired by a genetic heritage bearing the DNA of innovation and distinction.
Since March 2010, with new models including DS 3, DS 4 and DS 5 successively launched, DS brand has established its position in the new-generation premium car market in Europe by virtue of its global sales of 230,000. DS 5 represents the soul of DS brand unveiled to the world during Shanghai International Automobile Industry Exhibition in April 2011, showing new DS strategies in China. Executive Vice President of Changan PSA Automobiles Co., Ltd., Mr. Ying Zhanwang said：“Thanks to meticulous planning of joint venture CAPSA and substantial supports from parent companies, marketing channel building, debut at auto shows and reserved launch,
Fall in Love with DS National Large-scale Road Show, integrated online and offline marketing and other marketing activities, and gradually established an awareness and a reputation of DS brand among target Chinese consumers. DS China Marketing Network was officially launched at the opening ceremony of first DS STORE in China held on June 20, 2012, marking the implementation of new global strategy to sell and exhibit series models in the model of independent brand store. ”
Showing an outstanding and extraordinary DS legend – DS 5 and DS 4 creates and leads luxury sensory experience
As a new-generation premium brand, DS features uniqueness as a new interpretation for luxury, as well as perfect combination of Original conception, Refinement, Technology for well-being to create unique sensory experience of DS models.
DS 5 is positioned at a new generation of premium crossover.
With its style, its singular proportions and its instantly recognisable silhouette, DS 5 boasts a one-in-a-million body looking like a shooting break possessed by the spirit of a Gran Turismo. A unique and self-assured creation, the DS 5 is an aerodynamic sculpture made of now flowing now taut lines that draws ideas from light and shadow comparison effects of sculpture art and architectural aesthetics. The imagination-inspiring driving space of DS 5 originates from aeronautic cabin design, and interior design features famous workmanship of French luxuries and top-grade materials used to seek for excellent and perfect details. With combination of Nappa and semi-Aniline leather, DS boasts unique upholstery design such as “watchstrap” seats which becomes one of symbols of DS brand. Driving the DS 5 is a quasi-theatrical, stage-like experience. LED lighting gradually lights up the cabin and a simple push on the START button brings the interior to life. The Color HeadUp Display screen activates, projecting essential driving information (on speed, cruise control/speed limiter recommendations, navigation aid) in colour into the driver’s line of sight.
DS 5 brings brand-new driving experience with technologies for well-being applied: DS 5 features THP 1.6L turbocharge but high efficiency engine. This four-cylinder, direct-injection turbo petrol engine developed in cooperation by PSA Peugeot Citro?n and BMW Group, and Wins 2012 International Engine of the Year Award for Sixth Year in a Row . Meeting Euro V Emission Standard, a 6-speed automatic gearboxes manual shift mode, maximum 120kW power and maximum 240Nm torque, with unique flexibility and damping settings, DS 5 can keep free and relaxed operation and control while accurately “observing” road condition, and its accurate and direct steering system enhances the sport feel of car body. Safety is another DNA of DS brand. With the highest standards of European research and design, super strength body structure design standard, and as well as a number of active features like Intelligent traction control, DS 5 also equipped latest generation ESP, which coupled with Intelligent Traction System and Hill Assist System. With above highlights together make DS 5 received 5 stars highest ranking in the strictest and the most authoritative Euro Ncap test.
Charismatic original concept, tradition-beyond refinement and application of outstanding technology for well-being create unique driving experience and different diverse senses at fingertips of DS 5, making urban elites more proficient and skilful in city driving. In addition, DS 5 also has good fuel economy.
DS 4 is a premium coupe. As a full-function coupe model, DS 4 features coupe-style sporty and dynamic shape. 2+2 innovative car doors and hidden doorknob design keeps perfect curves of coupe model and are novel and practical. Slightly raised car body shapes tall and elegant DS 4. Striking and hard skirt lines highlight visual height of the car body. Lithe and graceful waist lines enhance the sculpture sense of the overall shape. DS 4 creatively integrates elegant design, amazing versatility and considerate practicability in a compact car body to offer “new at-the-wheel”!
On the road, DS 4 exercises exemplary control, giving occupants a reassuring sense of safety in all circumstances. Fitted with a MacPherson type suspension assembly at the front, a ?exible transverse beam at the rear and hydraulic steering with an electric pump unit, the platform is a tried and tested solution tailored for the distinctive set-up of the car. DS 4 is also equipped with 1.6T THP direct-injection turbo petrol engine with maximum 120kW power and maximum 240Nm torque that is jointly developed with BMW and GES (Electronic Gearbox System) gearboxes. Beyond its distinctive styling and dynamic performance, DS 4 provides equipment, functionality and innovative features for ?rst-class travelling comfort and user convenience. Features available include an advanced audio system with processing software for effective soundscaping, delivering high quality, authentic sound evenly throughout the cabin. For ultimate driving luxury experience, massaging front seats are available with electric lumbar adjustment in the front passenger’s and driver’s seat backs. DS 4 is an absolutely “safe car”, also wins 5 stars highest ranking in Euro Ncap test. Highlights of safety technologies include front fog lamps with static cornering lights, a blind spot monitoring system based on reversing parking sensors and four ultrasound sensors, as well as programmable cruise control with speed limiter.
DS 4 was awarded the “Annual Elegant Model” at the 28th Paris Auto Show.
“DS STORE” provides synchronous care and promises unexpected services
DS STORE will bring out the best service of each other to jointly provide unique DS brand experience for new-generation premium car consumers. Originated from France, the design concept of DS STORE combines elements meeting needs in the Chinese market and focuses on reflecting overall effects of exquisite quality, style, elegance and distinction. With new digital exhibition hall featuring facade of e inspired by crystal glass box, visual indoor functional zones, tailor-made background music and unique fragrance, as well as technologies for well being such as temperature and light monitoring system, visitor flow management and analysis system and new after-sales service system, DS is offering exclusive service experience and high-quality life experience to customers through a series of high-tech luxury service facilities, exclusive steward-style services, professional technicians and high-efficiency service and management procedures.
Adheres to service principles of “exceeding customer expectations and gaining customer pleasures” , DS brings a new visionary experience of luxury service, embodied its core values of “exclusiveness, quality and touching”.
1. “Exclusiveness”: With steward-style high-end and glorious services, DS pays attentions to all life-cycle car use process of consumers, and featured DS clubs fully highlight perfect combination of soul and reality for all customers.
2. “Quality”: DS treats “cars as customers and customers as God” instead of only stressing one-time repair, which is embodied in the DS professional service system that is constantly innovated. What you experience is quality of services, quality of repair and maintenance, and more importantly, quality of life.
3. “Touching”: With meticulous and considerate services, DS thinks what strict and emotional customers think, goes beyond what customers expect, pays attention to customers’ life-cycle TOC and unexpectedly moves customers.
Meanwhile, as a key element of the DS network development policy, the DS STORE CITY FORMAT is providing the whole DS offer to customers. For customer’s convenience and brand exposure purpose, this outlet is located closer to city centers and is linked to a dedicated DS STORE. Customer can experience in the DS STORE CITY FORMAT the same DS atmosphere as into a DS STORE. The whole DS car range is displayed there too, and a quick maintenance service is also available on spot.
Vice President of Changan PSA Automobiles Co., Ltd., Mr. Cai Jianjun said:”CAPSA was committed to establishing a completely independent dealer network for DS brand in China, made great efforts to develop an innovative marketing model in the existing premium car market segments, and gradually took Chinese market shares by leveraging its unique store concept and daring and pioneering service experience. ”
Up till now, except 2 DS STOREs separately opened in Nanjing on June 20th and in Shenzhen on June 24th, 9 DS STORE CITY FORMATs located in major cities (Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Ningbo, Wuhan, Jinan, Hefei) are planned to be put into operation from June to August. And then DS STORE in various cities will be opened one after another, such as in Beijing, Shanghai, Guangzhou, Chengdu, Wuxi, Hangzhou, Ningbo, Tianjin, Wuhan, Changsha, Zhengzhou, Tangshan, Shenyang, Jinan, Xi’An, Hefei, Nantong, Changzhou. To the end of 2012, a total of 24 DS STOREs will be officially put into operation. Meanwhile, the marketing network blueprint developed based on DS’s annual sales goal takes initial shape: to operate 80 DS Stores in 55 cities by the end of 2013, operate 130 DS Stores in 75 cities by the end of 2014 and operate 200 DS Stores in 111 cities by the end of 2015. In 2015, the DS sales targeted volume is 200, 000 units.
“There has been within 8 months since new joint venture initiated, now both CAPSA and DS are fully prepared!” said Mr. Arnaud Ribault, general manager of CAPSA Citro?n DS Business Division, when celebrating the synchronous market launch of DS 5 and DS 4, “Both DS 5 and DS 4 will bring a very unique sense of well-being, exciting driving sensations and the highest level of elegance and refinement to Chinese consumers. We will continue to be guided by daring DS Spirit, create and lead bold and dream-like luxury experience in new generation for Chinese premium car consumers!”
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