Away With the Fairies

Where now for PSA’s flat-lining DS experiment?

Image: Car magazine

Oddly, it all really started going wrong once PSA decided to separate brand-DS from its Citroën parent. Since then, the descent has been rapid, bruising and ignominious. Despite all three existing DS models receiving expensive facelifts incorporating a new corporate nose, sales appear to have have fallen off a cliff. Over the period from January to May of 2017 alone, sales of the entry level (and top-selling) DS3 fell 35.3% to 12,136. Those of the C-segment DS4 contracted 33.4% to 5675 cars, while those of the current range topping DS5 plummeted 42.8% to 2730 units. Continue reading “Away With the Fairies”

Making Up is Hard to Do

Britain’s decision to leave the EU has rung alarm bells throughout the industry, but PSA is lovebombing Blighty with this: the DS 3 Puretech 110 Givenchy Le Makeup.

Image: dsautomobiles
Image: dsautomobiles

Since Britain’s engaged and informed electorate voted for Brexit last month, a quiet but concerted campaign is being waged by our European cousins to lure us back. Most of this has been met with slavering rebuke, but like a patient and loving parent soothing a petulant child with too much sugar in its bloodstream, efforts at rapprochement continue. The latest being this. Continue reading “Making Up is Hard to Do”

Coming Back to America? PSA Looks West : 2

Part two: Can PSA really make it in America? Driven to Write continues its investigation.

Image:citroenvie
Image:citroenvie

It is a truth widely acknowledged in crisis management that there are five key steps to corporate recovery. First: change the senior management. Second: rapidly identify and scope the nature of the problem. Third: take action to arrest losses by cutting the cost base. Four: Stabilise the business and five: return to growth. Up to now, PSA’s Carlos Tavares has stuck rigidly to this playbook, ruthlessly extracting cost from the business, yielding financial results that have had the industry’s top analysts patting his head in approval. Not only in regards to profit, but with financial metrics reputedly the envy of its rivals, PSA’s turnaround looks impressive. But stabilising the business is only stage four of the turnaround gameplan, finding growth in a stagnating market is a horse of an entirely different stripe. Continue reading “Coming Back to America? PSA Looks West : 2”

Coming Back to America? PSA Looks West : 1

Part one: Recent reports suggest PSA are considering a return to the US market. Are they out of their minds?

Peugeot had modest US success with the 505 model. Image:productioncars
Peugeot had modest US success with the 505 model. Image:productioncars

If it isn’t chiseled in stone somewhere, it probably should be. Because if you want to make a success of the auto business, you really do need a viable (and profitable) presence in the United States – it’s simply too big, too diverse and too lucrative a market to ignore. Conversely, it’s also amongst the toughest to break into. Casualties are inevitable, even for the more successful entrants; an unintended acceleration issue here, a diesel scandal there, but you only have to track the fortunes of the auto-absentees to understand the price of retrenchment. Continue reading “Coming Back to America? PSA Looks West : 1”

Diamond Dogs – The Distinctive Series Dissected

Part one: With the jury on PSA’s luxury line coming to some less than palatable conclusions, is Carlos Tavares in the mood to listen as the DS project sputters and pops.

Image via independent.ie
Image: independent.ie

When PSA launched the DS line in 2009, many observers viewed it as the final throw of the dice for Citroën. Suffocated by a value strategy that saw ever-decreasing returns, the ailing brand icon appeared on its last legs. Critics and Citroënistes alike condemned PSA’s plan as madness, yet early sales both in Europe and latterly China saw many of us eating sizeable chunks of humble tarte. Indeed so bullish was PSA Chairman, Carlos Tavares last year that DS was divorced from Citroën as a stand-alone marque. Continue reading “Diamond Dogs – The Distinctive Series Dissected”