Sime Darby says it will invest in a new marketing strategy designed to position the brand as a “true prestige European marque” and create the DS line of vehicles as a “bespoke brand” within the Citroen franchise.
Where the ‘C’ range of Citroens will include a broad range of pool stock and expanded colour choices, the DS range will be deliberately limited, with demos available at dealers but the need for “bespoke” customer orders.
The Sydney-based importer cites the Citroen DS line concept as a premium brand strategy that will differentiate the marque from more mainstream Peugeot models, which are also distributed by Sime Darby.
A 1.2-litre three-cylinder engine now kicks off the DS3 range (above) at $25,490, undercutting the old auto-only 1.4-litre by $1500. The 1.4-litre petrol DStyle with the EGS transmission has been replaced by a 1.6-litre turbo model with a conventional automatic gearbox at $27,740. The DS3 DSport is now $250 cheaper at $29,790 and picks up satellite navigation as standard.
A mostly new Citroen DS4 line-up (above) includes the DStyle 1.6-litre four-cylinder manual at $31,990, falling beneath the previous entry-level 1.6-litre turbo by $4000. That latter model is now available with a proper automatic (in place of the old EGS transmission) for $34,990, making it $1000 cheaper than before.
The $37,990 DStyle 2.0-litre turbo-diesel replaces the $36,990 1.6-litre turbo-diesel and comes standard with an auto transmission. New DSport 1.6-litre turbo and 2.0-litre turbo-diesel variants top the range, at $37,490 (down $500) and $40,490 respectively.
At the top of the range, the Citroen DS5 1.6-litre turbo (top) drops $1000 to $47,990, while a new 2.0-litre turbo-diesel auto joins the range at $51,990.
A new capped-price servicing plan will be available on all DS line models, covering three years or 60,00km for $330 per service.