“This is the third concrete year of collaboration with Federgolf, a very positive partnership that was born from common values. When we asked ourselves, what is the activity, what are the events, what is the sport closest to our brand, in our positioning, we immediately thought of golf”. Thus the marketing director of DS Automobiles Italia, Alessandra Mariani, explained the presence for the third time of the French brand as “title sponsor” of the main Italian golf event: the DS Automobiles Open d’Italia, which this year reached the 80/ th edition, currently being held at the Marco Simone Golf & Country Club in Guidonia Montecelio, near Rome. “We are interested in the golf public – continued Mariani – it is our public, a premium public. This was the starting point for deciding where to land with this partnership. Then there is an even more important affinity because it is product , is really inherent in the DS brand and is the approach to nature, being green. Obviously golf is green by definition – added the DS manager – we are because we have products that are sustainable. Sustainability is a bit our mantra. DS was the first brand to be electrified within the PSA group, which has now become Stellantis, and it is the brand where all new technologies are at the forefront. So it is a bit the brand that carries on the ” premiumness” of our Group”.
Electrification is the basis of the brand’s strategy, continued Mariani, therefore sustainable, green mobility, which connects well with the approach that golf has as a sport. “The partnership has also helped to increase the recognition of the brand which, among other things – underlined Mariani – has recently been growing on the Italian market more than other brands. Between 2021 and 2023, the market share rose from 0.25 to 0.50 percent and in the first quarter of this year sales grew by more than 32 percent compared to the same months of the previous year, against an average market growth of 26 percent in the same period” . The presence of the DS brand at the Open can be seen in the hospitality village with all the models of the range on display. And then with a DS4 Puretech Automatic Bastille Business up for grabs on Hole 7 (par 3 of 203 metres) which will be awarded to the player who first scores a “hole in one”, a hole with a single stroke. In 2021 Edoardo Molinari achieved this feat on the first lap of the race and won the car up for grabs.
The agreement with Federgolf is for three years and expires this year. In the coming months, presumably after the summer, DS will decide whether to renew it for the future as well.
Before then, however, there will be the launch of a new line of models. A new “Collection” which will be called “Esprit de voyage”. The new DS7 and DS4 will be presented by May.
Subsequently the DS9 and DS3. It is a collection that will cover the entire range and will be particularly refined, with details elaborated in the DS design center in Paris, which will make the cars even more elegant.
Source: Ansa
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