DS CEO Yves Bonnefont has expressed his desire for an Audi-like impact of the newly launched luxury brand within the PSA group.

DS CEO Yves Bonnefont has expressed his desire for an Audi-like impact of the newly launched luxury brand within the PSA group.

Now a standalone marque of the PSA conglomerate, DS aims high as according to CEO Yves Bonnefont they want the brand to have a similar impact inside PSA as Audi has in relation to parent company Volkswagen. They want sales to eventually represent 10 to 15 percent of PSA's annual volumes which would be comparable to Audi's deliveries in 2014 which accounted for approximately 17 percent of the Volkswagen Group sales.

To achieve this goal, they want to open up no less than 200 dealerships in top cities, including 30 DS stores in North America. There will be three formats for retailing DS-branded cars: DS Store, DS Salon and DS Commerce. Right now homeland France is the biggest market for DS but the company's CEO admits it’s only a matter of time until China will take top spot.

Yves Bonnefont also said DS is addressing a segment different than Peugeot and Citroën because out of a total of 500,000 cars sold so far, 300,000 were purchased by people who did not own a Peugeot or Citroën before.

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DS CEO wants brand to become PSA's Audi