DS CEO wants upscale brand to have Audi-like impact

PSA/Peugeot-Citroen’s upscale DS brand is starting small but CEO Yves Bonnefont is thinking big. After selling 118,472 vehicles in 2014, Bonnefont hopes the division’s sales will eventually represent 10 percent to 15 percent of PSA’s annual volumes – up from 4 percent last year. Bonnefont, who became DS’ first CEO last June, shared his vision for the brand’s future when he met with Automotive News Europe Editor Luca Ciferri and Correspondent Bruce Gain.