Changan PSA localized high-end

Many luxury brands regard China as one of the most important markets. However, the establishment of high-end image in China is not the day. For Changan PSA, in order to better localize DS, the luxury brand under the Peugeot Citroen Group, in China, it will follow the example of Lexus and other Japanese high-end brands and adopt a more “Chinese-style” name. Ai Shi to name, take the initiative to adapt to the development environment and demand in China.

DS will open localization process in China and imitate Lexus and other Japanese luxury brands

The DS brand that entered the Chinese market in June this year is undeniably powerful. It took just two months to bring 3 models to prove that the Changan PSA has enough sincerity and confidence. At the same time, however, Changan PSA is also very clear that trying to seize the luxury car market share in the Chinese market is by no means an easy way to decorate the dealership into a luxury, so that the Chinese people can quickly accept it as a household name for the future. Changan Peugeot Citroen executive vice president should look forward to: "DS in Europe not only hoist Citroen LOGO, and Citroen products are also sold on the same network, this situation in Europe can understand, but in China in the long term is still not acceptable, and in the brand LOGO You will see some changes in the future."

In fact, such localization adjustment has become an important way for Japanese manufacturers to create luxury brands in China. At present, only the three major Japanese luxury brands – Yingge, Lexus and Infiniti have experienced this stage.

Acura did not transliterate "Acura" in Chinese before he entered China as an official identity. After officially introducing China, Acura took a more "Chinese" name - Acura, which also became an interpretation of the brand image. An important "magic weapon"; Lexus, as the earliest Japanese luxury brand to enter China, has a very good reputation for its Chinese name of "Lexus". However, on June 8, 2004, Toyota Motor Corporation announced that it will use the Chinese market for many years. Lexus's trademark was renamed Lexus. In addition to the question of registering trademarks, Yue Xiong, general manager of the Toyota Motor Corporation China Office, explained: “This is to build Lexus into an internationally recognized brand like Cadillac.”. As Infiniti, this luxury brand with North American market as its core has also done a lot of work for the localization process in China. Today, “Infiniti” has already had a very successful brand image.

It looks like it's just a Chinese name, but the name “谛艾仕” is bound to bring more Chinese elements to the DS brand. On this issue, China Netcom also communicated with Li Lanxue, director of public relations and communications of Changan Peugeot Citroen DS Department. She said: “DS will usher in a new Chinese name, and the time will be set to achieve localization.” Not difficult to see The DS5, which will be made in the second quarter of next year, will be the first model with the new Chinese name of DS in China.

As a distributor, the name "DS" is difficult to promote sales targets. A DS brand dealer salesperson said to us: "A lot of customers will think Citroen is a car with tens of thousands to tens of thousands of cars. It's hard to think of a luxury car with the same model on the front face, and the DS name is also somewhat disappointing.” Clearly, DS's replacement of name and brand promotion is particularly important at this stage.

DS made its name and renamed the "Ai Shi" three models designed for China
Of course, it is also indispensable to complete the brand building and at the same time to design and develop vehicles designed specifically for China. The DS brand and Citroen are similar to the relationship between Audi and Volkswagen. DS3, DS4 and DS5 are currently two-box models. They are more concerned with the needs of sedan models for Chinese consumers buying luxury brand cars. DS is specifically for Chinese consumers. Design "extended" sedan models. At this year's Paris Motor Show, Mr. Frederic Banzet, CEO of Citroen Global, said in an interview with China Netcom: “The DS brand will reach 200,000 units of annual sales in China in 2015. To complete this goal, we will tailor our company to the Chinese market. Three new cars were developed, two of which were sedan A+ and B+ cars, while the other was a compact SUV."

Although China's luxury car market has the potential that other markets can not compare, but the emphasis on the brand is a major characteristic of this market. Changan PSA, while bringing the DS brand, does not appear to be “being encouraged by the seedlings.” Starting from the brand image, the stability of the company reflects its maturity.