French marque DS is expected to eventually offer its models in the United States, according to a new report.
DS, formerly used as a badge for Citroen’s premium models, now acts as a separate sub-brand within PSA Peugeot Citroen and recently unveiled the new DS3 hatchback. The company has ambitious plans to expand in the coming years and coming to the U.S. would be a logical choice.
While speaking with Car&Driver, DS’s development boss Eric Opode said “It’s not on the agenda today, but we may come to it. We proposed a strategy to be in the top 200 cities in the world, and that is what we are following. Wherever there is a premium market we want to be, so in the future we will clearly be targeting those cities.”
Since Peugeot left the U.S. market in 1991, PSA has had no involvement in the country but considering DS’s goal of introducing six new models by 2020 to major world cities, a return to the U.S. seems inevitable.
Even if this is the case, Opode confirmed that it will take time for the company to be recognized as a distinct premium automaker meaning an entry into the U.S. won’t come soon.
“Since starting DS one-and-a-half years ago we have made great progress but we are not prepared to talk about volume. We have no crazy ambitions, we want to stabilize the brand step by step, to create a robust brand with a robust foundation. We will not be a volume brand,” Opode said.
Note: DS Concepts pictured
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