Citroen revives DS badge for new niche model
Citroen has revealed a brand image boosting plan that will revive the DS badge on a distinctive new niche model.
It's called the Distinctive Series (DS) and will arrive as a near-production-ready concept car at the Geneva motor show next month. About the same length as a new Ford Fiesta, this two-door supermini has a small estate boot and is described as a premium, lower-volume model that will enter a price bracket above Citroen's mainstream range of cars.
It's meant as a halo car to help reinvent the long-standing French firm's image. Mechanically, the DS is based on the C3 but a higher-quality interior is promised, along with an improved driving experience.
When it makes production, it's believed this supermini-sized DS will be badged as the DS3. It will be the first in a series of new Citroen DS. There's also likely to be a mid-sized DS4 and a large and potentially luxurious DS5, all scheduled for launch by 2012.