The First DS Automobile Store in Southeast Asia Opens in Malaysia

The DS Automobile, a premium marque of the PSA Group, was initially based on the iconic Citroen DS (the other two brands under the Group were Peugeot and the now-defunct Talbot). The car was revolutionary in its day: it took ride quality, handling and braking to another level. And it was the first mass-production car equipped with disc brakes!

On 1st June 2014, DS became a brand in its own right, built on an extraordinary legacy. The values of innovation, excellence and avant-garde can be seen and felt throughout.

VVIPs officiating the DS Store. (L-R) Dato’ Samson Anand George, Group CEO, Automotive Group, Naza Corporation Holdings, En. SM Nasarudin SM Nasimuddin, Group Executive Chairman/Group CEO of Naza Corporation Holdings, His Excellency Mr Frédéric Laplanche, Ambassador of France to Malaysia; Mr Yves Bonnefont, CEO of DS Automobiles together and Ms Laurence Noël, Head of ASEAN & CEO of Naza Automotive Manufacturing, Groupe PSA.

In the Southeast Asian region, Malaysia is the first and only country to have its own DS Store. Thanks to its Malaysian brand custodian, Naza Euro Motors, the marque is set to soar to new heights.

Dato’ Samson Anand George, Group CEO, Automotive Group, Naza Corporation Holdings said, “The new DS Store Petaling Jaya is the first to be introduced in Malaysia and in Southeast Asia. It is designed to provide premium service and the best in customer experience. The DS Store is about inviting visitors to immerse themselves in the values of the DS brand and gives visitors sophistication at their fingertips to configure, personalise and view their new DS.”

“With DS Automobiles’ fervent support and vision to continue accelerating DS brand development in Malaysia, we plan to invest RM5 million for marketing, operations and such in 2019, on top of the initial investment of RM2 million to set up the flagship store,” he added.

The 3,230 square feet premium store is able to display three cars at any one time. Patrons can sit in the dedicated Customer Lounge, amidst rich décor, where one can configure, personalise and purchase their vehicle.

Not only that, a VR Zone allows visitors to get a view of DS Automobiles fleet of vehicles in vivid virtual reality.

“Each DS Store embodies DS Automobiles universe and is inspired by parisian luxury boutiques with its very own atmosphere. It is designed to place the customer at the centre of the brand experience,” said CEO of DS Automobiles, Yves Bonnefont (below left).

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