This content is out of date and scheduled to be removed.

The DS brand is here for the luxury long haul

Image of Phil Huff
Author: | Updated: 01 Jun 2016 10:20

The world’s wealthy tend to turn to Germany when they’re looking for a luxury car. Britain gets a look in, thanks to Jaguar and Land Rover, but it’s a segment absolutely dominated by Audi, BMW and Mercedes.

There are luxury models from Japan, Italy and America, amongst others, but they sell in small numbers. Our nearest neighbour, France, is missing from the list entirely.

Yes, some will point out the Bugatti range aimed at the super rich, but even then the cars are designed and engineered in Germany by Volkswagen, the company that also owns the brand.

When so many luxury goods come from France (you only need to think of fizzy wine and one particular type will leap out, while the list of expensive French fragrances is almost endless) it’s quite a surprise that there is nothing in the way of luxury cars.

DS Badge

See more DS leasing deals here: Business / Personal

The Peugeot Citroen Group is intent on changing that with its DS brand, an ambitious plan that has received a mixed media reaction. The cars are just rebranded Citroen models, they say, and they’re somewhat right. But they’re also very wrong.

DS history

First though, a little history. For those that are unaware, DS first turned up at the 1955 Paris Motor Show as a Citroen model, albeit one that was more advanced than anything else on the market.

Even today the DS 19 (below) still stands a classic, with those that are left now changing hands for silly money.

Citroen DS Red Front Static

The DS 21 of 1972 was more powerful and was the first French-made car with electronic fuel injection, while the DS 23 added speed and economy to the mix. The name disappeared for the SM, a glorious car that combined the front-wheel drive DS chassis with Maserati’s performance engineering. The DS didn’t reappear after that, with the last being produced in 1975.

More recently, Citroen reintroduced the DS name in the DS3, a Mini-sized hatchback that earned plaudits for its distinctive style and invigorating drive. DS5 followed, a large and heavy five-seater coupe/hatch that was distinctive but priced optimistically, while DS4 (below) was little more than a heavily facelifted Citroen C4.

Citroen DS4 2011 Red Front Dynamic

DS4 leasing deals: Business / Personal

Standalone premium brand

In 2014, a struggling Peugeot Citroen Group decided that something had to be done to differentiate their overlapping brands, and to also generate more income. The obvious answer was, seemingly, to spin DS out to become a standalone premium brand destined to take the fight to the German trio and tempt drivers out of their more mainstream models.

It was a brave move declared many, but just as many declared it to be foolish. A year or so down the line and the jury is still out. The refreshed Citroen DS3, DS4 and DS5 are now known simply as the DS 3, 4 and 5, while each has a shiny new grille and some added leather inside.

DS 5 2015 White Front Dynamic

A cynical move to charge more for a ‘new’ brand? Perhaps, and sales suggest that the buyers have seen through it. “DS can’t work,” say some pundits. “You can’t build a premium brand from more regular stock.”

And they’re right, but this is just the first step on a long path for the brand. The top brass know the product they have now isn’t where it needs to be just yet, but it’s all been thought through.

DS 3 2016 White Front Dynamic 2

Read our DS 3 review here

DS dealerships with a difference

While there’s little in the way of cars to tempt buyers, Peugeot Citroen Group is getting busy with building new DS-specific dealerships, only they won’t be your usual glass boxes. Instead prospective buyers will be facing a more boutique experience, with the car being a conduit for the technology, luxury and connectivity that’s promised.

The public will be exposed to the DS brand, at least able to recognise it as its own entity by the time new product turns up in 2018. From then it’ll be new cars left, right and centre. These won’t be rebadged Citroen models, but will bring the latest technology to the motoring world wrapped up in distinctively styled cars that resemble nothing else on the road.

DS e-Tense Front Static

What’s in store?

A premium SUV will kick off the revival, while a 7-Series rivalling saloon exists as a prototype somewhere in France, a statement that DS means business. While driving dynamics will be important, the focus will be on comfort and refinement, differentiating the brand from its German rivals who tend to focus on ‘sporty’ handling.

The end result is promising to be a range of cars that offer a real alternative to the perceived premium leaders, without producing something that is so different that only the more ‘individual’ executives will take a look.

The public is starting to recognise the brand as its own entity.

Could it work? History suggests it can; it took Audi 30 years, but they’re now as premium as you get. Can DS do it quicker? Possibly, and they’ll start properly in 2018. The measure of success will be the transaction price of like-for-like models when compared to Audi and BMW, a measure it falls short by about 12% at the moment.

There’s a lot of pain to go through before DS will be considered a success, but the current management are happy to put up with that while they build the brand. If they stick with it, have the confidence to pump the money into new facilities, products and marketing, then DS could eventually be spoken of in the same sentence as those German brands.

DS 4 Crossback 2016 Orange Rear Static

Top five things you need to know about the DS 4 Crossback

Categories:
Previous Post Next Post
Not sure what car you want?
  • Easy-to-use tool
  • Save time and money
  • Meet your match
Find your dream car

Manufacturer Spotlight

Related Deals

  • DS DS 3

    1.2 PureTech 130 Performance Line + 5dr EAT8

    DS DS 3 1.2 PureTech 130 Performance Line + 5dr EAT8
    Personal Contract Hire
    6+47 5k Miles p/a
    Initial Payment: £1,433.82
    £238.97
    p/m inc. VAT
    View
    Deal by: VIP Gateway Limited
  • DS DS 3

    1.2 PureTech 130 Performance Line + 5dr EAT8

    DS DS 3 1.2 PureTech 130 Performance Line + 5dr EAT8
    Personal Contract Hire
    9+47 6k Miles p/a
    Initial Payment: £2,048.76
    £227.64
    p/m inc. VAT
    View
    Deal by: VIP Gateway Limited
  • DS DS 3

    1.2 PureTech 130 Performance Line + 5dr EAT8

    DS DS 3 1.2 PureTech 130 Performance Line + 5dr EAT8
    Personal Contract Hire
    3+47 5k Miles p/a
    Initial Payment: £767.46
    £255.82
    p/m inc. VAT
    View
    Deal by: VIP Gateway Limited
  • DS DS 3

    1.2 PureTech 130 Performance Line + 5dr EAT8

    DS DS 3 1.2 PureTech 130 Performance Line + 5dr EAT8
    Personal Contract Hire
    1+47 5k Miles p/a
    Initial Payment: £266.48
    £266.48
    p/m inc. VAT
    View
    Deal by: VIP Gateway Limited