DS brand history

In 2014, the PSA Group launched the DS brand on the market, derived from the expressions Different Spirit or Distinctive Series , which is why it definitively parted ways with Citroën, where it had been representing the luxurious branch of the brand since 2009.

In that year 2009, and on the occasion of the tribute to one of its most emblematic vehicles such as the Citroën DS, also called shark, they released a series of models derived from their own cars, but with a plus of exclusivity.

But there was a problem, they were dangerously close to the price of a premium car   and, even if the value was justified, the Citroën symbol appeared on the grid. This did not convince many and he never stood out at the sales level.

The separation as an independent brand was not very significant, since it maintained the same models that it marketed with Citroën. This changed in 2015, an update was made to all models, the Citroën emblem disappeared and gave way to the new one.

What’s new?

Following current market trends, the French brand launches its first SUV: the DS 7 Crossback, a model that has been available at dealerships since January.

It is a vehicle of 4.57 meters in length that comes to face the Peugeot 3008, Audi Q5 or Volvo XC60. Its standard equipment is plentiful and comes loaded with a level of technology that few label rivals can match.

Future

For the DS 7 Croosback, the French brand has prepared a hybrid version with 300 hp, but we will have to wait until mid-2018 to enjoy it.

In 2018, the renewal of the DS 5 is also expected, a vehicle that once surprised the world with a totally futuristic design, but which has been on the market since 2011, and that is many years.

Although it received a restyling in 2015, it has hardly undergone any changes. We notice her age especially in the interior; its dashboard has an unusual number of buttons for a next-generation car, but with a remarkable quality of materials and very original shapes. Its infotainment system has been improved and updated.

Competition

DS made its first appearances in the World Rally Championship  with the Citroën DS3. It competed against rivals very established in this world, such as the Ford Fiesta or the Volkswagen Polo.

With the creation of the new division, Citroën announced its withdrawal from competition for 2016, with the idea of ​​rejoining in 2017 with the new DS variant and trying to improve the already successful Citroën DS3 WRC.

Apart from the world of rally , DS made a pact with the British Virgin Racing Formula E Team in order to participate in the Formula E world championship .  With this agreement, they would develop their own electric motors for competition. Thus was born the DS Virgin Racing Team, prepared for the 2015-2016 season.

Little by little, DS was specializing in the world of competition and took advantage of everything it learned to create the sports division DS Performance  of the PSA Group, something similar to what happens with AMG in Mercedes.

The PSA Group is investing in a sports brand that is sure to enter the history books. Little by little it is gaining public acceptance, but, from our point of view, it will cost much more than if it had directly appeared as its own brand, since today it continues to carry the Citroën symbol.

We believe that when the new models land, only seen on our streets with the new shield on the nose, the brand will achieve the distinction it seeks and that it undoubtedly deserves.