On September 27, ChangAn PSA Automobile Co. Ltd (CAPSA) 's affiliated brand DS officially launched the first model DS5 to the market.
In early September, the Economic Observer reporter ever visited CAPSA, but the original plan of visiting factory were temporarily canceled. According to CAPSA insiders, on DS5 line, DS4 sedan version are debugging the production, because the models are still in secret stage, it not convenient to be saw by the media.
DS4 sedan version will be listed before or after next year's Beijing auto show and DS concept SUV model that has been showed at the Shanghai Auto Show this year will be put into production in the second half of next year.
This releases a positive sign, namely China-made models of DS brand started to focus on mass models in China which are not listed in PSA France headquarters, which is partly due to CAPSA shareholder pressures.
PSA is mired in losses in Europe, which fast needs a new profit growth point, while the precondition that ChangAn Automobile puts joint venture China equity into public company in the fourth quarter is also that China-made models will make profits by 2015. These demands from shareholders all require DS brands to quickly launch mass vehicles in China and turn a profit.
When DS5 was listed, PSA has invited France "Goddess" Sophie Marceau as endorsements to enhance consumer understanding of the French romantic culture of DS series. Whether DS China-made models will be able to attract Chinese young consumers will be the most important factor for PSA to reach 200,000 cars target.