PSA, Citroen Mulling DS Launch in United States

psa citroen mulling ds launch in united states

French automaker PSA may be preparing to bring its luxury arm Citroen DS, to the United States within the next few years, Car and Driver reported.

Citing a source within the company, a U.S. market launch would be “necessary” for the brand’s viability and a decision on whether to bring the French luxury cars would be coming within the next few years.

Any return for the French automaker would be fraught with difficulty: no dealer network, no service and their cars are decidedly less-than-American sized. The automaker currently offers a DS3 premium minicar, a DS4 premium subcompact and a DS5 family wagon.

If it returned, DS would be the first French carmaker to sell cars in the U.S. in about 25 years. Peugeot explored the idea about 10 years ago, but ultimately gave up.

DS would need to overcome massive shortcomings in terms of product, distribution and service quickly to prepare a large-scale American attempt and to be viable in the States any time soon. Citroen had a Mitsubishi Outlander-based crossover once upon a time, and there is an old Mitsubishi factory could be up for sale. Just a thought.

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  • Magnusmaster Magnusmaster on Sep 20, 2015

    DS also has two models made in China: the LS5 sedan and the WR6 crossover. They really need to replace their current European models which are mediocre and unify their lineup across regions, and release the DS9 soon before they have a chance in the USA.

  • Readallover Readallover on Sep 21, 2015

    Not without a long, long (mitsubishi-like) warranty.

  • Seth Parks Seth Parks on Sep 21, 2015

    Would love to see PSA make the multi billion dollar commitment necessary to take a legitimate run at the US & Canadian markets. PSA would likely need to take a long-term perspective and be willing to both accept losses for a decade AND make constant investments in new product.

    • See 4 previous
    • Corey Lewis Corey Lewis on Sep 21, 2015

      @RideHeight Yep, see my note above. Just summarized that!

  • Seth Parks Seth Parks on Sep 21, 2015

    Sounds like we all agree - PSA is highly unlikely to be up to the challenge. Nonetheless, as an enthusiast I hope they are.

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