Citroen has promised dealers that it has no plans to remove the popular DS from UK showrooms. This comes amidst plans to promote the DS outside the regular retail network.
The French car manufacturer is looking at additional ways to promote DS models other than the usual dealer network. This may include dedicated DS retail sites in large UK cities, which will be operated by Citroen Retail Group.
According to a company spokesperson the plans were still in their early stages and no locations or timescales have been decided on yet. He emphasised that this did not mean Citroen was going to establish DS as a standalone brand or to restrict Citroen dealers in any way.
According to the same spokesman, the aim was to directly promote the DS to prospective buyers rather than to solely rely on the traditional dealer network to do this.
Citroen UK has already started to display its DS models at the Westfield shopping centre in London as part of a 6-month trial campaign.
The company uses what they call a 'pop-up store' approach to display the DS3 and DS4 in the Village area of the centre, where it is exposed to millions of shoppers. Early in 2012 these two models will be joined by the new DS5.
The company's UK marketing director, Jules Tilstone, said "There is no doubt that Westfield will deliver an upmarket demographically focused customer base."
Author - Louise Hutchinson
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