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Watch out! After the cafe of many people, Changan Automobile Cafe wants to compete for business.

Published: 2026-04-28 Author: World Gafei

Last Updated: 2026/04/28, Chen Guozhang, president of PSA DS brand China and Southeast Asia and general manager of Changan Automobile PSA DS brand, proposed a bold change in an interview: in the future, the sales contact of DS cars will shift to coffee shops because of the greater flow of people here and more convenient for consumers. Chen Guozhang believes that most of the traditional 4S stores are outside the ring area, and the cost of setting up the store is about 20 million.

Chen Guozhang, president of PSA DS brand China and Southeast Asia and general manager of Changan Automobile PSA DS brand, proposed a bold change in an interview: "in the future, the sales contact of DS cars will shift to coffee shops because of the greater flow of people here and more convenient for consumers." Chen Guozhang believes that most of the traditional 4S stores are outside the ring area, and the cost of building a store is about NT $20 million, but moving to Sanlitun in Beijing, the center of Shanghai and Chengdu, and building coffee shops in the city costs about NT $60, 000 to NT $300000 a month. The cost is not cheap at all, but the flow of people is much higher than building a 4S store outside the ring. "the biggest problem facing 4S stores is that I spend 20 million to build a store and sell a few cars, the price goes down, and I can't make money selling cars," he said. But I sell coffee, at least I can make money, and the Chinese coffee market is expanding, so it is very good to make a cross-border complex, to break even by selling coffee, and selling cars as an addition. "

One of Mr. Chen's premises is that cafes make money and can be used to keep cars, but the reality is that cafes are almost impossible to make money. Although we see a foothold in all kinds of Korean cafes and cafes of many people, the fact at the operational level is that they are only for their own cafe complex, and so are the guests. Most Chinese people don't understand coffee. They just want to find a space to improve themselves and pass the time. Selling cars? That's even more embarrassing. If you think that selling coffee makes money, then you must not know about the coffee industry; just like if someone says that selling a new car must make money, then you will know that he must not have a deep understanding of the auto industry. He certainly doesn't know about the price reversal between car manufacturers and car dealers.

To open a coffee shop, unless it is opened in places with a dense flow of people in the business circle, such as Taiguhui in Guangzhou and Tian Hebei, such an investment will cost millions, but such an investment will slowly turn a car company into a catering company, which has nothing to do with selling cars anyway. Does Mr. Chen want to turn Changan PSA into a coffee company? Maybe he is right that it is much cheaper to open a coffee shop than to open a 4S store. It costs 30 million to open a 4S shop, and a good coffee shop costs about 300-5 million, but the risk is only due to the idea that Changan PSA will become a coffee chain. Whether Changan PSA is ready for such a change is a big question mark. If you choose hundreds of thousands of community cafes, less passenger flow may guarantee the characteristics of PSA, the protagonist of the car will not be dominated by coffee, but profits will not be what he wants, but will become a new burden on PSA.

The problem faced by the DS brand is that the dealer channel is not perfect and the brand appeal is low. Perhaps, on the other hand, we can expect his bold move, compared with tens to millions of conservative investment in the traditional coffee industry, bold car companies open stores in a big way to open PSA cafes in major shopping malls, thus changing the current pattern of Starbucks, Pacific, and coffee will also make the industry interesting.

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