The deal between PSA/Peugeot-Citroen and Changan Automobile Co. to set up a 50-50 joint venture in China has been finalized. In a statement, PSA announced that the initial focus of the venture is to introduce the Citroen DS upscale car line in China and launch a dedicated new brand for the venture. This March, PSA’s Citroen brand launched its first DS car, the C3-based DS3, in Europe. This sporty sub-brand is partly inspired by BMW’s Mini when it comes to product personalization. The DS name goes back to Citroen’s first DS, which was first launched in 1955 and had since become a 20th century automotive icon.
