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Industry News: Rumorpile: Citroën’s DS Brand Is More Likely Coming To The U.S.


William Maley

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Last October, we reported that PSA/Peugeot-Citroën was considering a return to the U.S.

 

“We want to make DS a global premium brand, and you cannot be global without the U.S.,” said DS CEO Yves Bonnefont.

 

Now a final decision as to whether or not the DS brand would come to the U.S. isn't expected till 2017 at the earliest. But Car and Driver reports that Citroën is leaning towards yes.

 

Speaking with sources at the french automaker, Car and Driver reports that a move into the U.S. market is “necessary” and that it might take place within the next few years.

 

But Citroën faces some huge hurdles if they decide to go forward with the DS brand. The French automaker hasn't had a presence in the U.S. since the mid-seventies and most people don't know the importance of the DS name. The original DS introduced in the fifties sent shockwaves in the automotive world. The model set new standards in aerodynamics and comfort. Citroen would produce the DS for twenty years, making it one of the most important models in automotive history.

 

Source: Car and Driver


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Yawnnnnnnnnn,

 

To some this will be exciting, but after having been in these cars, they are small, tight, ok quality and very ugly. For Citroen to return to the US, they are going to have some huge hurdles to get over and they are going to have to really study the market. I see the DS as a Buick / Acura competitor than a true luxury competitor and the story is right, DS means NOTHING to the US and the tech crowd. The young new money will see nothing in this brand I believe.

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well, it's European so its automatically good/better, right?  Just like Japan.

 

No, but the Citroens seem better put together than the Fiats do.  They're probably on par with initial build quality to VW (I don't know enough about long term reliability). 

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i've always liked Peuguot, Citroen, and some Renaults.

 

I was being sort of facetious on the because they are from Europe thing, but what i was getting at ultimately was that so many buyers these days think if the car is German for example, that it is some sort of superior being from another planet (even though MErcs and Bimmers are cheap ass taxis in Europe).  And there is always the exotic fashion aspect of a car that's not MUHRICAN.  Euro clothes, euro car, etc.

 

I think Citroen is trying to bandwagon onto that, regardless of whether the car is any good or not. They probably thing there is some built in market equity they can siphon off of the BMW's of the world.  Much like a lot of people think any Japanese mfr makes a great car, because Honda does and they are Japanese.

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I do like the Citroens, they are very confident in their weirdness.  However, the new Alfa-Romeo Guilia is a complete knockout if it proves at least as reliable as a 3-Series (which is to say, not very, but the drive experience might be enough to redeem it.)

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There are two problems with this scenario:

-the cars are not French enough to distinguish themselves as French,

-if the cars were obviously French, they would not appeal to North American tastes enough to sell (except possibly for Quebec).

On no...even Quebecois dont like French cars...

 

Sure...there are some...sorta like those Richard Hammond types that buy them V8 Mustangs over in England...but they definitely  dont smoke Gauloise if that is what  you mean...

 

They might drink Stella Artois from time to time...but make no mistake about it...Molson is the way they swing if you know what I mean...I find that Quebecois...are mostly attached to Mazdas and Kias as of late...and for the classics...I think they have an affinity for Mopar Muscle...but definitely no French Cars...

 

 

Albeit I do remember seeing many Renault 5s..or Le Car for you Yanks...back in the day...and the original DS...but that was then...

Edited by oldshurst442
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