A Closer Look at the DS Premium Car Brand

One car logo that is becoming increasingly more common on the roads is DS, yet there are still some motorists who do not know much about this brand. DS was launched as a spin-off by popular French brand Citroen in 2009. This was as a premium sub-brand added to particular models whilst running parallel to their mainstream automobiles. The DS stands for Different Spirit or Distinctive Spirit and the brand uses the tagline “Spirit of Avant-Garde” to show that they are different to the competition.

Separating from Citroen

Since 2015, the Citroen branding has been dropped and now DS is a standalone premium brand of Groupe PSA. Previously, PSA did not have a premium brand and experimented by differentiating the prices of their brands (Peugeot, Citroen and Talbot) but none had the strength to achieve premium pricing. As a result, DS was born and inspired by other manufacturers who had launched an additional premium band, such as Lexus and Infiniti. DS went solo and dropped the Citroen branding in order to fully establish itself as a premium brand and lose the association with Citroen (who are firmly established as a budget brand).

Early Success

Since going solo, DS has found success and the bosses believe that by 2020 it will be a thriving third brand (having previously dropped Talbot). Their models have a focus on style and design with hi-tech and luxurious interiors. Additionally, there is a model for every type of owner to consider as well including a small city car in the DS3 through to the much larger DS 7 Crossback SUV. There are noticeable similarities between Citroen and DS in their bold styling, excellent driving experience and interior comfort, but the DS brand places a focus on luxury which will appeal to many motorists.

Keys To Success

Although still a young brand, DS is proving to be popular with premium car enthusiasts and the future certainly looks bright. This can be attributed to the fact that their automobiles share many of the same underpinnings of Citroen and Peugeot – both highly trusted and reliable companies. Additionally, DS has many unique and eye-catching designs which will always turn heads on the roads. Technology is also another key factor as this is becoming increasingly more important in a tech-driven world and DS models come with a host of impressive tech that increases safety, performance and comfort.


As a premium brand, DS cars can be expensive to purchase and especially when compared to Citroen and Peugeot. One good option, however, is to shop for used cars as you should be able to find a decent DS in the second-hand car market for much more affordable prices.

The DS brand has managed to separate itself from Citroen and stand alone as a young, up and coming premium brand with an impressive range of cars already under their belt. This is good news for all parties as it enables each brand to focus their efforts on appealing to their specific target audience without any crossover so that the PSA Groupe can appeal to as wider audience as possible and achieve great success.


What do you think?


Written by Virily Editor

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