AutoShow 2009

6/2/2009 - Citroen DS Concept

Citroen Ds Concept

Moving up in the automotive world is a difficult task, whether it's Acura trying to become a tier 1 luxury manufacturer or Hyundai/Kia seeking recognition as a globally competitive carmaker. Citroen has faced its own difficulties in recent years, producing products that outstrip the brand's reputation. Today Citroen has released photos of one of the cars that will help kick off the brand transformation, the DS Inside Concept.

Citroen's campaign is intended to help realign the public's perception of the brand to better fit with the "near-premium" product line it offers. The global effort comes as the French carmaker celebrates its 90th anniversary in the business, making 2009 a time for both tradition and innovation. The new logo that debuted at that time can be found on the new DS3.A re-ignition of the DS line is just one line of attack for this global re-branding scheme. The DS held the top slot at Citroen for 21 years, starting in 1955 and running through 1976. Despite the ensuing 33-year hiatus, the iconic outline of the DS is still the first thing that comes to mind for many car enthusiasts when the Citroen brand is mentioned. The new DS Inside bears little or no resemblance to that legendary silhouette, however.The DS moniker stands for "Different Spirit", according to Citroen. The new concept provides the basis for a new line of cars to be named DS3, DS4 and DS5, hinting at bigger and better models to come.Citroen marketing director Xavier Chardon told Automotive News Europe, “The brand has been lagging behind the cars for some time. We’re taking action today so customers want to come to Citroen for what the brand represents and not just out of interest in a given model.”

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