Citroen's luxury brand celebrated its entry in the Iranian market with a ceremony attended by 200 VIPs and potential customers.
Its launch in the country follows an announcement made in October, 2015, when a deal between DS and ARIAN Group was made to operate and oversee the manufacturer's first venture in this part of the world.
"The DS brand is undergoing a major step in its international development. Iran is a key country for us and contributes to our ambition of radiating the French luxury know-how in automobile", said CEO of DS, Yves Bonnefont.
The first DS Automobiles store is located in Tehran, in a space of 275 square meters at the northern part of the city. It has a modern facade and is loaded with plasma screens, photos displaying Paris and DS cars, which include the DS 5 flagship and the DS 6 SUV.
Both models were launched at the showroom's opening and are in the Sport Chic range, carrying "efficient engines" and six-speed automatic transmissions. The cabin features premium Nappa leather or semi-aniline watchstrap leather seats, along with full leather dashboards. The DS 5LS will join the local lineup this year and it will be followed by other vehicles.
With a population of approximately 80 million people, of which 70 percent live in urban areas and 15 million in its capital, Iran became an interesting market for major car manufacturers after the tensions between the Islamic Republic and the West eased and world powers lifted international sanctions.
Audi is another key player interested in joining the market and it appears Daimler will follow as well.