Citroën: The Future Of DS

Remember the DS arm of Citroën the one that introduced us to the distinctive shark fin pillar and floating roof of the DS 3? Well, now it has taken the bold step to go it alone, and separate from its sister firm, Citroën.

And as the first model was unveiled in Paris last month, it has become clear that DS bosses have a host of premium car manufacturers in their sights. Gone are any signs of the Citroën double chevrons, and instead the new DS 5 boasts a striking front end guaranteed to stand out from the crowd. There’s a new sculpted and upright interwoven grille, with the DS logo sitting proudly in the centre, with further badging on the bonnet, wheel hubs, along the door sills and throughout the car. Other stand-out features include full-LED headlights, sequential sweeping indicators and what designers describe as ‘the DS Wings’ which is a nod to the historical DS models dating back to 1955.

The interior is suitably refined, and the introduction of a state-of-the-art touchscreen has meant a reduction of 12 buttons to click, resulting in a clutter-free, yet feature-rich cabin with a range of different connectivity capabilities. Built in Sochaux, France, the DS 5 is kitted out with the finest leathers and materials to create a premium quality vehicle that DS executives hope will appeal to buyers that would normally choose a premium marque, like Audi or Land Rover. The seats, for example, feature attractive watch-strap design patterns and even offer a massaging function for the ultimate in refinement.

It would seem the future has been clearly mapped out as Arnaud Ribault, Global Sales and Marketing Director for DS, explained: “DS is a car that is designed for people who want the finer things in life, and we aim to attract a new generation of premium customers. It’s not every day that a new brand is launched, but the DS approach is very different. We have the 1955 heritage, Citroën’s quality and now the DS brand. It’s an evolution, but still the creation of something very new and unique.” He went on to say that “we tried to create a line of cars within Citroën, but this caused a problem, as there are limitations when working within another brand.”

The new DS 5 arrives in UK showrooms in July, with buyers able to choose from a selection of BlueHDi engines, all meeting the latest Euro 6 emissions regulations. A single 1.6-litre BlueHDi 120 model kicks off the range, along with a pair of 2.0-litre BlueHDi 150 and BlueHDi 180 models. CO2 emissions will range from 100 to 110g/km, with a four-wheel-drive diesel-hybrid edition also forming part of the line-up. Prices are set to be announced after the Geneva motor show, but Mr Ribault indicated that the cost will be similar to the current line-up, which would suggest a price range of between £23,500 and £34,000. And although we haven’t driven the car yet, Alain Joseph, Product Planning Manager, said: “DS 5 is a blueprint of what’s to come. The new shock absorbers enhance comfort, while noise levels have been filtered. It’s still extremely dynamic, but more reassuring and more comfortable at lower speeds.”

DS aims to have six models on sale by 2020 and according to Mr Ribault, SUV models are very likely to be included within the mix. And judging by the recent announcement that a new B-segment DS model will be built at its Poissy Plant, alongside the DS 3, speculation is rife that it will be a new compact crossover vehicle to compete against the next Nissan Juke and Renault Captur.