This week, Arian Motors opened a new showroom in Tehran that will be selling Citroen's premium DS brand of vehicles.
The first of the models that have made their way to Tehran are the DS 5 and DS 6 SUV, local automotive news website Asre Khodro reported.
Yves Bonnefont, DS brand CEO, and Daryoush Biria, president of Arian Group, were joined by 200 VIPs and the media to open the DS showroom in Tehran and announce the local launch of two models. Also present was Bruno Foucher, the French ambassador in Tehran.
The high-profile ceremony marked DS Automobiles' official launch in Iran, with potential DS customers also attending the milestone event, Automotive World reported.
The launch of the brand in Iran follows the October announcement of a deal between DS and Arian Group to operate and oversee the automotive brand’s first venture into the Middle East.
“DS brand is undergoing a major step in its international development. Iran is a key country for us and contributes to our ambition of radiating the French luxury know-how in automobile,” said Bonnefont. “The experience of our partner Arian Group is a major asset for success.”
Biria said the DS brand is synonymous with design, technology, refinement and French elegance.
"We are delighted to be the exclusive distributor of DS brand in Iran and I do not doubt that Iranian customers will be thrilled by these great cars,” he said.
Media, VIPs and potential customers attended the event at the newly-opened DS showroom, which is located in the northern district of Tehran on Andarzgou Boulevard.
A modern facade, sleek design, lacquered furniture, plasma screens, photos depicting Paris, fashion, luxury and design, create an elegant and luxurious atmosphere. The DS models on display catch the eye of both visitors and passersby.
The DS 5 is a premium crossover hatchback that competes with models like the Audi A4 and BMW 3 Series, the company said.
The car comes with 17-inch alloy wheels, cruise control, touchscreen satnav and dual-zone climate control, as well as Bluetooth and rear parking sensors. The vehicle will probably be sold for over 2,050,000,000 rials ($55,995 at market exchange rate).
The DS 6 is a compact SUV. It is powered by a 4-cylinder 1.6-liter (1598 cc) gasoline engine, producing 200 PS (147 kW; 197 bhp) at 5800 rpm. It is claimed to accelerate from 0–100 km in 8.4 seconds. This model is expected to compete with the BMW x1 and Audi Q3. The vehicle is to be sold for 2,170,000,000 rials ($59,273).
Plans for 2016
DS sales and marketing chief, Arnaud Ribault, had previously said the company will be importing no more than 1,000 units of its upscale DS brand in Iran in 2016.
Citroen announced in early 2009 the premium sub-brand DS, for Different Spirit or Distinctive Series, will run parallel to its mainstream cars. The slogan of the DS car marque is “Spirit of Avant-garde”.
“The DS brand is currently manufacturing in France and China. Exports to Iran will be done from the production lines of these two countries,” Ribault said.
The marketing chief said a sales center will soon start operating in Iran with four models: DS 4, DS 4 Crossback, DS 5 SL and DS 6.
When asked about possible plans for setting up production plants inside the country, Ribault clarified that “To start with, we only plan to export and do not have any plans to set up a production line in Iran for the time being.”
Ribault stressed that DS is currently setting up the infrastructures to start selling in Iran and there are no concerns in this area.
Financial Tribune contacted Aria Khodro to better understand their long-term goals, but no official was authorized to speak to the media.
The authenticity of the showroom, however, can be confirmed by the fact that the official website of the brand in Iran http://www.dsautomobiles.ir/ has been registered by Automobiles Citroen in Paris.
In alliance with Arian Motor, DS will export, distribute and offer after-sales services for DS models.
“DS models account for approximately 29% of the luxury cars in France,” Ribault said, adding that 25% of their products are sold in China.
The DS brand, an offshoot of Citroen, was created to compensate France's poor record in producing upmarket vehicles in recent years, which has been dominated by German and British auto manufacturers like BMW and Jaguar respectively.
