Short Life of DS Brand in Iran
After separating from Citroen, as an individual brand, DS choose Iran as one of its first target markets. This company expanded its dealerships in Iran but after the ban of vehicle imports, this company faced a huge obstacle.
Khodrocar – In recent years, PSA expanded its subsidiaries and now became the largest automotive group of France. Original name is "Peugeot-Citroen”.
Currently, this group is the owner of Peugeot, Citroen, DS, Opel and Vauxhall. DS is the producer of premium and luxury cars for PSA.
As we research the history, DS was one of Citroen models between the years 1955 to 1975 and then became a luxury brand in 2009. Even after becoming a luxury brand, DS could not satisfy PSA officials, therefore it became a separate brand in 2015.
DS considered Iran as an important market and after Paris and Shanghai, Tehran became its third showroom with cooperation of Arian Motor Taban. This brand was the first luxury brand to build showroom in Iran.
In February 2015, DS opened its third showroom in the world in Iran with the presence of French ambassador and CEO of DS Company. They had many hopes and talked about Iranian interest in French car brands.
After a while, this brand became well known in the country and in 2016 Tehran Autoshow, they showed up with a charming booth. The precious gift of this brand for Iran was a mini hatchback, DS3. In addition, DS4 Crossback was introduced that was a cheap CUV and a strong competitor for Nissan Juke.
One year later, this company brought its most luxurious SUV, DS7 to Tehran Autoshow and completed its portfolio including DS3, DS4 Crossback, DS5, DS5 LS, DS6 WR and DS7 Crossback. Then they opened their second showroom in Sa’adat Abad, Tehran.
After attending the second international auto exhibition in Tehran and the opening of a second showroom, all the news and sales reports showed the success of luxury French brand in the global market, especially in Iran. This company placed first in customer satisfaction according to a report by ISQI, in the year 2017.
Now, after the return of United States sanctions against Iran, DS, which was one of the bests, is facing a huge obstacle. Maybe this company ends its activity Iran and say goodbye in near future.
Khodrocar Reporter: Fazel Suri
Khodrocar Translator: Maziyar Jafarieh
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