Stellantis retains DS brand in China despite disappointing sales


The DS logo can be seen on a Stellantis-produced DS 4 car during its launch event in Paris, France on February 3, 2021. REUTERS / Benoit Tessier

PARIS, Oct 26 (Reuters) – Stellantis (STLA.MI), the world’s fourth largest automaker, will continue to sell its upscale DS Automobiles brand in China, where it will unveil a new plan to boost disappointing sales early next year, Das Brand said director Beatrice Foucher on Tuesday.

After the creation of Stellantis (STLA.MI) in January through the merger of the Italian-American automaker Fiat Chrysler and the French PSA, CEO Carlos Tavares promised to keep the group’s 14 brands on condition that each would target its strongest markets and Segments would focus.

The question of maintaining the DS brand’s presence in China, where sales plummeted to record lows, has arisen again after Stellantis sold its stake in a local manufacturing facility for the brand.

“Nothing is changing for DS at the moment. The plan is to continue in China,” Foucher told reporters.

By early 2022, Tavares will set out how he intends to revive sales in the world’s largest car market.

Part of this plan will be a focus on 100% electric Opel vehicles and the use of one of the plants in the joint venture with GAC (601238.SS), which specializes in manufacturing the Jeep brand.

DS, one of Stellantis’ premium brands alongside Alfa Romeo and Lancia, will inaugurate the Group’s STLA Medium electrical platform with a new car model in 2024.

Reporting by Gilles Guillaume; Letter from GV De Clercq; Editing by Mike Harrison

Our Standards: The Thomson Reuters Trust Principles.

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