‘PSA’s premium push is already paying off’

Steve Fowler2018-09-19 11:20
Peugeot Citroen's plan to delve into the premium market with its DS brand seems to be paying off, says Steve Fowler...There were plenty of raised eyebrows back in 2014, when PSA boss Carlos Tavares announced plans to turn DS from a Citroen model line into a premium brand to rival Audi, BMW and Mercedes. It was all part of Tavares’ ‘Back in the Race’ strategy, which has already transformed the PSA business – financially and product-wise. It led