DS Brand Promises Differentiation Among Models

The new premium arm of PSA Peugeot-Citroen, DS, is apparently not going to adopt the usual cookie cutter design philosophy throughout its range.

The new premium arm of PSA Peugeot-Citroen, DS, is apparently not going to adopt the usual cookie cutter design philosophy throughout its range. DS is promising clear differentiation among its models; according to design boss Thierry Metroz, they “will have a different silhouette for each segment, in order to maintain a surprise".

He explained that “avant-garde spirit will be achieved through very different models.” Eric Apode, the DS product boss, added that a new DS would “be recognizable from 100 or 200 meters” away.

Currently, all DS-branded models bar the C3-based DS3 have a whiff of five-door coupe about them, or, in other words, the shape proposed by 2012’s C-Sport Lounge concept.

 

We’d hope to see this bring more nuance to the brand’s look and also help it differentiate itself from lesser PSA products. So far they’ve steered clear of anything that doesn’t look like a flattened egg, although Citroen did show the Metropolis concept some years back and that was very evidently a sedan.

The flagship model is usually the best brand ambassador, and the current DS5 is… well, it’s just a hatchback and some may still struggle to associate its shape with poshness. It either needs to be higher off the ground and gain more of an SUV look or move closer to the ground and grow front and rear overhangs to attract the modern premium buyer; maybe the Metropolis did foretell their future direction, so we’ll have to just wait and see.

Via Autocar