DR Automobiles, the Molise group founded over fifteen years ago, and which can now count on a market share in our country of 1.5%, presented two new brands, Sportequipe and ICKX, at MIMO 2022. The program envisages that the two new brands have their own dedicated sales network, different from those of Evo and DR.
As you know, Evo is the entry-level brand, whose models are included in a price range between 15 and 20 million euros. With DR we go up to a maximum of 30 thousand and now with Sportequipe we move to the 30-40 thousand range and with the Ickx brand we reach 50 thousand. The objective of DR Automobiles Groupe is therefore to further strengthen its position in the European automotive scene, also by virtue of an important expansion of the Italian and foreign sales network.
“We are certainly aiming to strengthen our position on the Italian market which today sees us with a share of 1.5% because today we are launching two new brands at mimo: not only new products in Dr and Evo such as Dr 3.0, Dr 7.0, the new Evo 4, the new Evo 5 and the cross pickup 4 in Evo but we are launching two new brands which are Sportequipe and ICKX and are positioned a little higher than Dr and Evo and therefore we go to preside over everyone. the market segments“, Underlines Massimo Di Tore, communication and marketing director of Dr Automobiles.
An expansion and consolidation strategy that does not only involve Italy: “Europe also thanks to the collaboration with the very important FCA Bank – the manager continues – they have over 5,000 dealerships in their portfolio throughout Europe and this will allow us to land more easily and faster in the countries where they are already present.“.
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