PSA pushing DS brand in Iran uses French “chic” scenario

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PSA Peugeot Citroen is banking on the well known revere of French luxury goods by affluent Iranian consumers, trying to push its upscale DS Automobiles brand as a get go automotive luxury model. Numerous European automaker, including VW, Renault or PSA are now focusing on Iran as the country has successfully negotiated a deal out of Western sanctions and its market is seen as one of the last “virgin” emerging markets. Now the Paris-based PSA Peugeot Citroen wants to direct the Iranian view of French luxury and elegance to steer them towards its premium and newly independent DS Automobiles marquee. “French luxury values find a very strong resonance in Iran, and the Iranian market holds great promise for the DS brand,” commented in a recent statement Arnaud Ribault, the brand’s sales and marketing main executive. The brief announced that in the “coming months,” DS would start selling in Iran three of its models – the DS5 and DS5 LS passenger cars and DS6 crossover. More models would follow later, the company added. The country, which has been out of reach for the automotive industry because of trade sanctions, is expected to receive an influx of new investments – Iran has a population of about 80 million people and its Middle East’s biggest car market. IHS Automotive says deliveries could soar to 1.2 million from 1.1 million last year and then jump back to 1.6 million per year – the peak was achieved back in 2011 just ahead of the collapse triggered by the western sanctions. Via Automotive News Europe