A new year is always a nice opportunity to reflect on the past year and in our case, that means looking at which cars have sold disappointingly in 2016 in China. We’ve already covered the surprises and disappointments in Europe as well as the surprises and disappointments in the US and the Chinese success stories of 2016, now let’s take a look at the Chinese disappointments. We’ll make our predictions for 2017 in a separate article. In a market that has grown 18% in the first 11 months of the year, it should be hard to find true losers, but still there are a few. I won’t even mention the biggest loser of all: Fiat with sales down 58,6% because the Italian brand simply isn’t relevant in China, with just 0,06% market share.
Last year, we predicted Peugeot-Citroën’s luxury brand DS would be on this list. And even though it was already down in volume last year, DS managed to underwhelm even our lowest expectations for 2016. In its third full year of sales, it’s down for the second consecutive year, and not by a small margin: -22,5% through November. None of its models has improved on last year, and its latest launch DS 4S has failed miserably with just 1.435 sales in 9 months, peaking at 276 sales in September. Whoever thought launching a premium hatchback in China would be a great idea deserves to be fired on the spot. Then again, the DS6 crossover is also down 22,5% but still by far the brand’s best selling model.
Sadly for the French, DS is not their only brand to suffer from poor product planning, and a lack of new products: Peugeot‘s only new model has arrived too late to make a mark, the 4008 (also known as the new generation 3008 in Europe) started sales in the fourth quarter and couldn’t prevent the French brand from losing 17,1% through November in a market up 18,8%. [Read more…]