2009 Citroen DS

Earlier this week we reported that Citroen is preparing to bring back the DSwith a concept at the Geneva Motor Show. It seems the French company couldn’t wait until March keep the pics to themselves, and pics of the DS3 have been released.

This is just a concept preview. The production version will be revealed in 2010, and Citroen has set cars like theAudi A3 and Alfa Romeo 149 as its main competition. Eventually the DS3 will be joined by large siblings currently known as the DS4 and DS5.

The original DS was referred to as "Goddess" because of its strange and beautiful styling (also the French pronunciation of D-S, “deesse”, translates to goddess). Now Citroen says it wants DS to stand for “Different Style”. From what we’ve seen so far, the new DS is dead-on stylish, but as for different from the competition, the Mini may have something to say about that. 

Renewing models and making them significantly better than their predecessors is already an ambitious programme. But some customers want deeper-seated changes as mentalities shift from “wanting more” to “wanting better”. This strategy is based on two approaches:

Practical but stylish

The first approach, consisting in satisfying fundamental mobility needs, addresses customers who, having down-sized, are on the look-out for more economical - and more intelligent - products.

Some would describe this as low-cost, but it isn’t. The real challenge for CITROËN is designing products that are less expensive but with no loss in appeal. This approach is perfectly illustrated by the CITROËN C3 Picasso, a real recession proof car. And, going forward, our CITROËN C-Cactus project will be an even more accomplished solution.

Motoring pleasure and pride of ownership

In contrast, the second approach favours motoring pleasure, with no loss in practicality. Customers here are looking for outstanding products that confer status and bring them an all-new automotive experience. They want prestige, thrills and refinement, without the rigid codes of traditional upper-range models.

To address this need, CITROËN is today launching a new line of products to broaden its current range. The new line will consist of three new cars, positioned in the small, medium and large car segments, launched successively from 2010.

The first illustration of this new product line is the CITROËN DS INSIDE concept car. The concept car and vehicle line are characterised by forthright choices on styling, onroad performanceand use. These are accessible objects of desire, cars that stand apart by their creativity, intelligent design and build quality, embodying the very best of CITROËN. The new product line will perfectly illustrate CITROËN’s new spirit of “Créative Technologie”.

The new line will also have a new naming system. Like the main range vehicles, which carry the letter C and a number, and, like the MPVs, which sport the Picasso signature, the new models will feature a special name: the DS line.

DS stood and continues to stand for a new approach to automobiles and the future. CITROËN is taking inspiration from its design DNA to strengthen the positioning of its new product line. The range instills the different spirit, that the name DS inspires. Hence the distinctive model line up will be called DS3, DS4 and DS5. DS: Different Spirit.

Posted in: Citroen