Vauxhall to launch Citroen DS3 rival
The small car, due in 2013, could herald a new sub-brand for Vauxhall, similar to Citroen's upmarket DS range.
Citroen has the DS3 supermini, the DS4 – which we have just driven – and the DS5, revealed at the recent Shanghai motor show.
Vauxhall looks to be following a trend by car makers – alongside Citroen's DS, Fiat has its sporty Abarth sub-brand.
BMW recently launched its i sub-brand for its electric cars, i3 and the i8, and Hyundai is also considering launching a sub-brand.
What’s the benefit of a sub-brand?
Alex Brownsell, from Marketing explains: 'Car makers are trying to seem to be both mass market and upmarket. There has been a gentle nudging upwards with mass-marketed cars, but there is only so far upmarket they can go.
'So these sub-brands are used for a halo effect, by associating with and giving credibility to the mainstream.'
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