Top of the range French… made in Germany. It was no longer really a secret, DS finally said it officially: the new DS4 will be made in Germany. In a few months, the car will roll off the lines of the Opel factory in Rüsselsheim.
Without going so far as to say that the subject is taboo at DS, we say to ourselves that it can cause a little embarrassment, judging by the amused face of Béatrice Foucher, patron of the brand since the beginning of this year, when the question was asked during a presentation of the technologies of the car. She suspects that she will hear a lot about this.
The brand could have benefited from it in terms of communication, because after all, made in Germany is a selling point in the automotive industry. Still, DS focuses its communication strategy on French know-how and its inspiration from the world of French craftsmanship. There is even a lot of talk of Paris in the pubs of the firm, which also uses famous places in the capital to name the finishes of its cars. It therefore becomes complicated to praise the merits of the German manufacture of its model, which also has a good chance of becoming the best-selling of the range with its DS4 Crossback adventurer variation.
The DS4 relocated to Germany, this may even be surprising since the project had been awarded to the Sochaux site. But the decision was taken in the spring of 2020 to make it cross the border to join an Opel factory. Even if Béatrice Foucher stressed today that it was now a PSA site! The director pleaded industrial logic, with the grouping of vehicles that share a common technical core. Thus, the DS4 will be based on the EMP2 platform, which will also be used for the future Opel Astra, also expected in 2021. Béatrice Foucher nevertheless hinted that the EMP2 of the DS4 will benefit from technical refinements that will not have not the Astra.
Another technical explanation: in 2023, the Sochaux plant will receive a new evolution of the EMP2, the V4, for the third generation of the 3008, multi-energy, which will in particular make it possible to have a 100% electric motor. PSA indicates that maintaining the DS4 would have resulted in the cohabitation of two variants of EMP2 in the plant, which has a negative impact on profitability. He also needed room for the batteries.
This choice to produce the DS4 in Germany is also an exchange of good practices… and union agreements. By taking over Opel, PSA has pledged not to close a factory and not to carry out redundancies in Germany by 2025. Carlos Tavares, boss of PSA, has therefore sent the DS4 across the Rhine to increase volumes of the Rüsselsheim plant, which is currently idling with only the Insignia. And it works in the other direction, since the Opel Mokka will be manufactured in France, with the DS3 Crossback.
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