DS Automobiles continues to gain ground in the German car market, one of the most competitive in Europe. After a very promising end to 2023, the Parisian brand is continuing its momentum in 2024 with an impressive 69% increase in new registrations in the first half of the year compared to the same period last year.
This achievement is all the more remarkable given that the German market is dominated by local manufacturers, making it particularly difficult for foreign brands. The flagship model of this success is the DS 7, the premium SUV that has attracted a clientele made up mainly of professionals. This model alone accounted for 61% of registrations, confirming the brand's appeal to professional users.
Despite these successes, DS Automobiles remains a relatively small brand in Germany, where it faces stiff competition from local giants such as BMW, Mercedes-Benz and Audi. However, DS' strategy of focusing on technological innovation and a superior driving experience appears to be paying off. The introduction of ChatGPT as standard on all its models from March 2024 demonstrates this commitment to the future. This initiative was praised by the German trade magazines Auto Bild and Computer Bild, which awarded DS the "Pioneer Award". Niccolò Biagioli, Managing Director Premium Brands Stellantis Germany, expressed his satisfaction: "With an increase of 69%, we can look back on a strong first half for DS Automobiles in Germany. This impressive success is a great confirmation of our brand strategy and the dedicated work of our retail partners and my team. "
A strategy based on innovation and comfort
The rise of DS Automobiles in Germany is due not only to the quality of its vehicles, but also to its ability to innovate and meet the expectations of today's customers. With its emphasis on a comfortable driving experience and the use of advanced technologies, DS stands out in a market where tradition and innovation must coexist. The brand's commitment to motorsport, illustrated by its participation in Formula E with PENSKE Autosport, adds a dimension of dynamism and prestige to its image.
Not resting on its laurels, the brand is planning an even more ambitious second half of 2024. With the launch of the 100% electric DS 4 and the presentation of the future DS 8 with an estimated range of more than 700 kilometres, DS Automobiles continues to expand its range of zero-emission vehicles. In addition, initiatives such as the free provision of wallboxes for home charging demonstrate the brand's commitment to a smooth energy transition for its customers. Maria Schiewald, Marketing Director DS Automobiles Germany, said: "We are very proud that in the first half of the year our premium vehicles were able to convince a particularly large number of customers who drive a lot for work. In the future, we will continue to offer tailor-made solutions for particularly demanding textile customers. "
DS Automobiles' success in Germany demonstrates the relevance of its strategy of combining luxury, technology and respect for the environment. Although it still has a long way to go to compete with the big names in the sector, especially in its home market of Germany, DS has laid the foundations for a promising future in this demanding market.
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