Thursday, June 25, 2009
Tuesday, June 23, 2009
Friday, June 19, 2009
Tuesday, June 09, 2009
The new EV from Mitsubishi undergoing testing. This car is now in series production. Why I'm not enthusiastic about it?... because it's still just for selected fleet sales. I will make a big party when this thing is actually available for everyone to buy.
Monday, June 08, 2009
Friday, June 05, 2009
The success of the Distinctive Series could also encourage this kind of spin-off by other companies. One such example is the Alpine brand that we know Renault has considered several times to bring back to market in recent years. It could be a great spin-off for sportier and more luxury cars by Renault and without much investment cost in a new brand since Alpine is truly iconic. But we wonder what would be the role for Infinity in the European market… and anyway, it seems Renault should be more worried about their regular cars as things stand today.
Regarding other future DS models one could expect, for example, a cabrio version of the Citroen C5, previewed by the gorgeous C5-Airscape concept below. The future electric car of the PSA group could also be presented as a DS model in the Citroen range, although everyone knows such car is in reality a Mitsubishi. So then, maybe not!
Wednesday, June 03, 2009
The DS5 is a Citroen Picasso modified for premium appeal in the spirit of the Distinctive Series. Some of its main features can also be found in the new BMW 5-series GT, namely the “lounge” feel: personalized and relaxing luxury in a contemporary design. What does that mean?... I don’t know, I have been reading information from the press-release of the 5-series GT it’s full of crap like this.
Tuesday, June 02, 2009
The reader might wonder why doesn’t Citroen make a 4-door coupe based on the C5 model. Fact is the wonderful Citroen C5 already looks a bit like a 4-door coupe and that’s part of its charm. But also it seems Citroen believes it can have more success in pushing a more premium sub-brand based on the smaller cars where Citroen has a more solid market position.
Monday, June 01, 2009
So why is Citroen creating a sub-brand or a series of particular models under the DS name? By the way, DS means “Distinctive Series”, an appropriate designation for this distinctive approach. The main point here is that Citroen is looking for more profit. Since they can’t sell their conventional cars for much more money than today because Citroen is just another mainstream brand like Renault or Volkswagen, they try to market a new range of cars that are more special and more… distinctive. Therefore the Citroen DS models will sell for a bit more money, are expected to appeal to people that spend more on optional extras and even personalize the car, according to the first configurators shown by Citroen. All of this is expected to bring more profit than the bread and butter models.
However, creating a new brand or even just a sub-brand is not an easy task and should require a massive investment. But the good people at PSA were smart enough to use an iconic model designation associated to the Citroen DS from the 60s of last century. So the Distinctive Series gets an iconic help from Citroen’s past. Well played, I think Citroen is on a good path here.
In order to assess the success of this strategy one must understand that it is not expected these new cars to be best-sellers. The best thing Citroen can have is to pay the investment in the new series, improve brand awareness and image and establish a new path that brings consistent profit in the future.
The first model seen below is not even the most interesting of the new range of DS models. It falls in a new category that also includes the Alfa Romeo Mito and future Audi models: the MINI-wannabe class. But the DS3 should do well: the design is interesting, cute and “bourgeoise”. And the interior is a highly personalized class act. In following articles we will look at other future DS models that are more interesting than this first iteration.