DS. The haute couture car
DS is the premium brand belonging to Groupe PSA. Peugeot Société Anonyme or PSA Peugeot Citroën is a French car company, the second-largest car manufacturer in Europe and the ninth in the world. The largest car giant, one of the top ten car market leaders, owns such brands as Peugeot, Citroen, DS, Opel, and Vauxhall. These two letters – DS – are a majestic symbol of high automobile fashion, that could only be born in Paris, the capital of fashion, and advanced ideas. DS aims to regain confidence in the French luxury car industry, based on the success of the original DS from Citroën. DS is the spirit of the vanguard! Elegance, very special comfort, and technology make up DS. It’s the design to admire!
This is an old DS car that has been here for many years… However, it’s one of the newest premium brands. How is that possible? The answer is quite simple! The French DS brand is the legacy of the great Citroën. And it’s an independent brand since 2014. This way, in 2015, the newborn DS Automobiles company celebrated its 60th anniversary… The DS brand, launched on June 1, 2014, immediately announced its ambitions. DS aims to regain confidence in the French luxury car industry, based on the success of the original DS from Citroën. DS is the spirit of the vanguard! This is an old DS car that has been here for many years… However, it’s one of the newest premium brands. How is that possible? The answer is quite simple! The French DS brand is the legacy of the great Citroën. And it’s an independent brand since 2014. This way, in 2015, the newborn DS Automobiles company celebrated its 60th anniversary… The DS brand, launched on June 1, 2014, immediately announced its ambitions. It aims at restoring confidence in the French luxury automotive business based on the success of the original DS from Citroën.
Citroen DS was third in the ‘Car of the Century’ contest! This car became really cult-favorite, so it was decided to take it as a basis for a new premium brand called DS. Toyota makes a similar decision regarding Lexus – it just created a new brand for its luxury cars.
DS stands for ‘Different Spirit’ or maybe ‘Distinctive Series’. Of course, the origin of DS is the historical model called Citroën DS. It was a business-class car, produced by the French Citroën company in 1955-1975. By the way, this legendary car also had a nickname – ‘Goddess’! And all because DS (de-es) sounds like the word ‘Déesse’, which that is French for ‘Goddess’. Citroen DS was third in the ‘Car of the Century’ contest! This car became really cult-favorite, so it was decided to take it as a basis for a new premium brand called DS. Toyota makes a similar decision regarding Lexus – it just created a new brand for its luxury cars.
The birth of the goddess
Starting with DS 19, presented at the Motor Show in 1955, Citroën outperformed everyone else with its futuristic lines and cutting-edge technology that surprised the entire world. By the end of the same day, 12,000 DS 19 have been already sold. And ten days later, when the showroom closed, almost 80,000 orders had been received! It was first in the ‘Cars from 1300 to 2000 cm3’ category and first in the ‘French cars’ category. DS 19 took part in racing and became the seventh in the overall standings of the Monte Carlo Rally in 1956. In 1959, DS took first place in the overall standings. In 1966, DS 21 won the main champion’s title in the Designers' Cup!
And then DS became the official car of France. The choice of General de Gaulle himself and many other world leaders. The DS protocol car, ordered by the president of the French Republic, was delivered to the Elysée Palace in autumn 1968. According to the Statement of Work, it was 6.53 meters long, longer than the Lincoln of the President of the United States!
The second birth
In 2015, the second birth of this legendary car took place. The ultra-modern and luxurious DS 3 CROSSBACK compact crossover is a merger of elegance, special comfort, and technology. The design is admirable! Its basis – DS 3 – is entitled the Car of the Year 2010. In 2013, Citroën DS3 became the best-selling super compact premium car in Europe with a market share of 40%.
Recently introduced, the DS 7 Crossback combines courageous character and elegance. The DS 7 CROSSBACK is the first DS brand crossover. DS WINGS hexagonal-shaped radiator grille, characteristic of all DS models, surrounds the faceted polished elements inside the grille. The DS logo in the center resembles the family crest. The stiffening ribs of the front and rear fenders emphasize the shape of the sides. The rear part is accentuated by unique flashlights with unusual flake pattern and dynamic direction indicators. Despite its compact size, the new DS 7 Crossback offers a spacious passenger compartment that comfortably accommodates both driver and passengers. It’s a truly engaging car! In fact, it was chosen by Emmanuelle Macron – the President of France – as the car for the ceremony of his inauguration. The president’s DS 7 CROSSBACK was specially modified for such an event. It was equipped with a sliding roof so that the president could greet the people of France while passing by Champs-Elysées.
DS 7 Crossback was chosen by Emmanuelle Macron – the President of France – as the car for the ceremony of his inauguration.
Following the DS 7 CROSSBACK and DS 3 CROSSBACK models, the luxurious DS 9 sedan prepares to lead the French premium brand’s model range. With the launch of the new DS 9, the DS Automobiles brand demonstrates its global expertise: original design, elegant interior, hi-tech.
These two letters – DS – are a majestic symbol of high automobile fashion, that could only be born in Paris, the capital of fashion, and advanced ideas. Today, as well as yesterday, brand DS encourages each new model coming out of its walls with its innovative spirit. The essence of DS’s craftsmanship is to create perfection, to subdue the material for the exaltation of technology. Every part is the result of seeking the highest degree, a symbol of the highest quality and rich legacy of the brand…
