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Robins & Day, Citroën Retail Group and DS Automobiles

23 September 2016

Two Major Brands Announcements

Citroen Retail Group has re-branded and is part of the Robins and Day family and Citroen DS has evolved to become DS.

Citroen DS has evolved to become DS

Last year, the DS brand officially separated from parent company Citroen, with the strapline “Spirit of Avant-Garde.”

The brand started with the DS model 60 years ago, introducing the Citroen DS 3 in 2010, and has since expanded to include the DS 4, DS 4 Crossback and DS 5.

The original DS was at the heart of Citroen’s success through the 50s, 60s and 70s and is a very recognisable car. Since 2012, with the DS 3, 77,371 models have been sold in UK, and sales are expected to continue to grow, following the launch of the New DS 3 in February.  

The DS brand is now competing with manufacturers such as Audi, BMW and Mercedes, while the Citroen brand is aiming more for the mainstream.

The DS brand is distinctive, sophisticated and luxurious, whereas Citroen is defined by affordability and practicality. The DS new model range doesn’t feature any Citroen badging with the alloys, front and rear bumper now showing the DS branding. After launching the DS 5 last year as the first ever standalone car for DS, this is now the flagship for the DS brand.

Aimed at the fashion-conscious buyer, DS wants to “achieve a true up market comeback for the French automotive industry.”

DS models are being sold through a network of stores and ‘salons’ in the UK. A DS salon is a retail dedicated showroom for DS customers where you can speak to one of are educated DS sales advisors. You can tell a store from a salon by the DS emblem appearing on the dealership, this is the case for Robins & Day Glasgow and Chingford, with many more to come in the Robins & Day group.

Citroen Retail Group has rebranded

With Citroen Retail Group now coming under the Robins & Day brand, we will continue to sell premium DS models, and affordable Citroen cars.

The Citroen team have made an ongoing commitment to customer service and feedback, making sure that the customer is at the heart of the business. Each vehicle is held against three pillars of quality: reliability, features and service, ensuring that high standards are achieved in every aspect of our vehicles and your experience.

Speaking to CarAdvice at the Frankfurt Motor Show last year, Xavier Peugeot, the Citroen Product and Planning Director, said:

“We will not compete with the low cost brands, but with the mainstream and the strengths and the opportunity for the Citroen brand is to remain connected to its roots, to its DNA, by bringing audacity, boldness and difference within a mainstream offer, which is more or less the same whatever we manufacture”.

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