The permanent shop, operated by DS Automobiles’ retail arm Robins & Day at the Westfield London centre, expects about 150 sales in its first year.
DS Automobiles has taken the brand to one of Europe’s largest shopping centres after discovering that it has only a three per cent consumer awareness standing.
It was launched as the premium sub-brand to Citroen six years ago and, last year, PSA Group split DS off into its own standalone brand, but has admitted it could take at least two product lifecycles – about eight to 10 years – to find its footing.
Robins & Day, which is owned by PSA Group and has previously operated a pop-up store at the same shopping centre, said the centre has pedestrian traffic of about 27 million people a year.
Peugeot Citroen Automobiles UK director general Stephane Le Guevel said the store had been planned for a year.
“There’s a clear correlation between customers for DS and the customers at Westfield,” he said in an interview with AM.
Peugeot, Citroen and DS Automobiles Australia general manager Kai Bruesewitz, when asked about the possibility of Australia following the UK leads, said that “at this point in time, our focus will remain on Peugeot and Citroen as both brands approach a number of model updates, or all new models for 2017.
“We will monitor the progress of the DS stores in the UK and other markets and evaluate their suitability for the Australian market alongside new product for the brand.”
The store has only one car but has a Dassault Systemes virtual reality device to allow prospective buyers to interactively experience the details, colours and accessories available to personalise any of the DS range.
Test drives can be booked in advance on-site and can also use the demonstrator fleet of other Robins & Day DS outlets in London.
The shop, which includes a coffee lounge and a private room for signing up customers, has a total of seven staff with at least three on duty at any time.
It uses smartphone apps such as Whatsapp, Rotacloud and Yammer to roster staff, reduce administration and share information.
By Neil Dowling
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