When the famous French partnership came to an end after a successful 60 year run, DS took the ‘luxury, sophisticated ’ path, leaving ‘practicality and affordability’ in Citroen’s reliable hands.
The new DS Automobiles brand was born in celebration of their 60th birthday and has gone on to create a standalone, premium model line. DS was originally a luxury sub-brand of Citroen so their development is actually quite a natural one, now with a new and very fitting strap-line; “Spirit of Avant Garde.”
Compared to their parent company, DS focus on style and personalisation to attract fashionable buyers that expect the latest technology, truly innovative design and a sense of luxury. Debuting at the 1955 Paris Motor Show, the original DS is generally considered the high point of Citroen’s history and when it first launched, audiences were wowed by the futuristic styling.
The Citroen DS (1955) also featured the world’s first hydro-pneumatic suspensions which resulted in a smooth, comfortable ride not a million miles away from what we have come to expect in today’s top, modern, luxury car models. A limited number of 1955 special edition cars have been launched across range to tie in with the 60th anniversary celebrations, offering outstanding performance and efficiency with a choice of engines to suit your needs.
In 2010, the DS3 was launched; this (along with the DB4, DB5 and E-Tense) is part of the first wave of models produced following the split.
DS are keen to stress that their cars are not built for the track; instead they offer the highest level of comfort and are easy to use – ideal for daily travel requirements.
Available on all DS models sold in Europe, these have flashy gold hubcaps, decor and badges, as well as a two-tone body
The DS brand optimises and embodies French automotive knowledge, with the Divine DS concept car – featuring Swarovski crystals and Maison Lesage embroidery – bringing another level of exclusivity.
Over the last 6 years following the DS 3’s launch, more than half a million models have been sold all over the world, so we can certainly expect great things from the brand; not to mention exciting plans in the works for SUVs, superminis and family cars in the not-so-distant future.
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