SPIRIT OF AVANT GARDE

DS has come to the Geneva Motor Show 2015 as a brand in its own right for the first time. With it, it’s bringing the Divine DS concept car and the new DS 5.

The brand is unveiling its new logo, which has the new DS monogram above the name DS Automobiles. DS is also using the Geneva Motor Show to unveil Spirit of Avant-Garde as its brand signature.

Presenting the embodiment of the new brand signature is the new DS 5, which is the brand’s flagship model.

The original DS 5 was created by Citroen as a means of being a more luxury car, set to compete with the likes of Mercedes and BMW. It was released in 2009 as a crossover hatchback and was intended to hark back to the original DS cars released during the 1950s. Then, in 2014, DS was launched as a brand in its own right as a contender in the luxury segment of the market.

Needless to say, the new DS 5 concept no longer carries the two chevrons on its grille. Its front end now is now adorned with ‘DS Wings’, which is a vertical grille with the DS logo sitting in the centre. This is in tribute to the historic DS models that were created by Citroen.

The driver’s cockpit comes with a seven-inch touchscreen that connects them to a number of services. This is a feature that has grown in popularity in recent years but was not too common place when Citroen released the DS 5 in 2009.

DS previously unveiled the Divine DS at the Paris Motor Show 2014, in the same city where it was designed and created. These days, the car is becoming a statement for the brand’s DNA and a representation of its future. It sports laser headlights, slats on the rear window that can be raised to improve streamlining and a choice of interiors in Parisianne Chic, Male and Fatale Punk.