In the 1st episode of The art of DS miniseries, discover the origins of the brand and the story of its rebirth.
DS. A name that resonates in the ears of car enthusiasts like a promise. Luxury, but also innovation and daring. Since the launch of the famous Citroen DS in 1955, these two letters are synonymous with a certain French art de vivre, which has also marked the history of the automobile over the decades. Almost sixty years later, DS is reborn, now becoming a completely independent brand, taking off to embody the top-of-the-range tricolor. A great change within the former PSA group, which then wanted to revive the know-how of French luxury cars. An ambitious project, especially to create a brand that nobody really expected. Because going from a simple model, as iconic as it is, to a full-fledged manufacturer, is far from easy, and the teams in charge of the project have understood this, seven years earlier.
The challenge was great for the engineers and designers of this very young brand, which then had to find its own identity. Take inspiration from the past without falling into the retro, preserving this original avant-garde spirit without being too futuristic. A real tightrope walker exercise for all the teams in charge of the project, who must then call on all their know-how to create models resulting from a clever mix of daring, technology and comfort. Both a young brand and benefiting from a beautiful historical heritage, DS must now consolidate its image and continue to write its history over the years. Long-term work already well underway, with models with elegant design and nods to the past that are still subtly present. DS 7 and DS 3 Crossback, DS 4 and more recently DS 9, the range has continued to expand in recent years, with creations that are as high-end and refined as ever.
Discover now the first episode of our mini-series “The art of DS”, highlighting the history and heritage of the French brand over the years.
