Citroen has been in Malaysia for many decades – even before the Japanese brands arrived – and it has had its ups and downs. In recent years, since Naza Euro Motors was appointed as sole distrbutor for the brand, it has been steadily gaining prominence. To further enhance the premium French brand’s presence and officially introduce its luxury brand – DS Automobiles – a DS Store has been opened in Petaling Jaya, Selangor. The flagship outlet is not only the first of its kind in Malaysia but also in Southeast Asia. It joins a global network of 450 DS Stores.

Opening of the first DS Store in Malaysia and Southeast Asia with a ribbon-cutting ceremony by (from right) Laurence Noel, Head of ASEAN – CEO of Naza Automotive Manufacturing, Groupe PSA; Yves Bonnefont, CEO DS Automobiles; H.E. Mr. Frederic Laplanche, Ambassador of France to Malaysia; SM Nasarudin SM Nasimuddin, Group Executive Chairman/Group CEO, Naza Corporation Holdings, witnessed by Dato’ Samson Anand George, Group CEO, Automotive Group, Naza Corporation Holdings.

Weaving the excellence of French savoir-faire in a luxurious and modern space, the DS Store Petaling Jaya emphasises the refined world of DS Automobiles, replete with its distinguished Corporate Identity in mind and French know-how in the premium segment. The design concept is based on DS Automobiles’ signature design philosophy for its outlets in key global markets, taking inspiration from the DS Spirit of Avant-garde as well as innovation and state-of-the-art features, only available in a DS vehicle.

Entering the store, visitors are surrounded by warm black, carmine red and champagne colours iconic to the DS brand, giving a designer ambiance with great precision and creativity. With a total floor space of 3,230 sq ft, the DS Store Petaling Jaya has the capacity to display up to 3 models, with the very first new model being the DS 7 Crossback. Aftersales services, including vehicle maintenance, is also available in the same location.

A dedicated Customer Lounge welcomes discerning customers to configure, personalise and purchase their finest DS in-store, guided by a DS Advisor. The car exhibition area gives pride of place to a flagship model from the DS collection. Also on display is a large collection of DS lifestyle products inspired by DS Automobiles’ distinctive brand values of French expertise in opulence, refinement, personalisation and advanced technology.

A virtual reality experience at the VR Zone adapts the advanced technology of DS Virtual Vision,  giving visitors a peek into the latest DS models where they can virtually view, explore, customise and interact with the cars in an almost realistic manner.

Speaking to guests at the opening ceremony this evening, Dato’ Samson Anand George, Group CEO, Automotive Group, Naza Corporation Holdings, said that the company had spent RM2 million to set up the flagship store. “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,” he added.

“The new DS Store Petaling Jaya 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,” he said.

During the 5 years that Naza Euro Motors has represented Citroen, it has introduced a number of innovative models and the positive reception to the models led to the introduction of the DS Automobiles premium brand and establishment of the first ever DS flagship store in Malaysia to offer customers a premium, one-stop solution for all things DS.

[Chips Yap]

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