Brand history DS

DS
DS Automobiles is a French luxury-premium vehicle marque that operates under the umbrella of Automobiles Citroën S.A., a subsidiary of the Stellantis group. DS Automobiles was officially established in 2014 as a standalone brand, but its roots trace back to the iconic Citroën DS model from the mid-20th century. The foundation of DS Automobiles' heritage lies in the launch of the Citroën DS in 1955. The Citroën DS, often referred to as the Goddess in French, was a groundbreaking and avant-garde vehicle that introduced numerous technological innovations to the automotive industry. Known for its futuristic design, hydropneumatic suspension system, and advanced engineering, the DS quickly became a symbol of French elegance and innovation. It featured a streamlined body, innovative aerodynamics, and advanced comfort features that were revolutionary for its time. Throughout the 1960s and 1970s, the Citroën DS continued to evolve, introducing various improvements to its design, performance, and comfort features. Its innovative suspension system provided a smooth and comfortable ride, making it a favorite among those seeking luxury and innovation. In 2009, Citroën showcased the DS Inside concept car, which marked the beginning of a new chapter for the DS brand. The concept previewed the design direction and philosophy that DS Automobiles would later adopt, emphasizing elegance, refinement, and a unique approach to luxury. In 2014, DS Automobiles was officially launched as a standalone brand by Citroën. This move aimed to position DS as a luxury-premium brand that embodies French savoir-faire and innovation. The goal was to create vehicles that offer a blend of advanced technology, exquisite design, and a luxurious driving experience. DS Automobiles revealed its first standalone models, the DS 3, DS 4, and DS 5. These models represented DS's commitment to combining avant-garde design with cutting-edge technology. The DS 3, for example, featured a distinctive and customizable exterior design, catering to individual tastes. In the 2020s, DS Automobiles embraced electrification as a cornerstone of its strategy. The brand launched hybrid and all-electric variants of its models, aligning with the industry's shift towards sustainable mobility. The DS 7 Crossback E-TENSE, for instance, offered a plug-in hybrid powertrain that combined performance with reduced emissions. DS Automobiles also extended its presence to the world of motorsports, competing in the ABB FIA Formula E World Championship as DS Techeetah. This involvement allowed DS to showcase its electric technology and performance prowess on the global stage. Today, DS Automobiles continues to craft luxury vehicles that emphasize elegance, innovation, and French luxury. With an expanding range of hybrid and electric offerings, DS aims to provide a sustainable and upscale driving experience for discerning customers.
2008
The emergence of DS Automobiles was marked by the unveiling of the DS Inside concept in 2008. This concept car showcased the brand's vision for the future, encapsulating French elegance, avant-garde design, and a commitment to technological advancement. The DS Inside concept hinted at the distinctive design language that would characterize DS models to come.
2010
DS Automobiles introduced the DS 3, a premium compact hatchback that embraced personalization and sophistication. The DS 3 was defined by its chic and customizable exterior, allowing owners to express their individuality through a range of color combinations and design elements. The model's interior was equally refined, combining modern technology and luxurious materials.
2011
Building on the success of the DS 3, DS Automobiles unveiled the DS 4 in 2011. The DS 4 blended the characteristics of a compact car with the versatility of a crossover. It featured a distinctive, bold design characterized by its high stance, unique front grille, and sleek lines. The DS 4 aimed to deliver a premium driving experience without compromising on practicality.
2012
The DS 5, introduced in 2012, elevated DS Automobiles' ambitions by entering the executive segment with a striking design and innovative features. This avant-garde model combined the comfort of a sedan, the versatility of a hatchback, and the commanding presence of an SUV. The DS 5 boasted advanced technology, including a hybrid powertrain option, showcasing the brand's commitment to sustainable mobility.
2014
DS Automobiles presented the DS Divine concept, further solidifying its commitment to luxury and innovation. The DS Divine concept reimagined the future of DS design with its intricate details, futuristic lighting elements, and cutting-edge materials. The concept car foreshadowed the brand's direction in terms of design and craftsmanship.
2015
Kicking off this era, DS Automobiles introduced the DS 4 Crossback. This distinctive crossover embraced a rugged yet refined design, elevating versatility and style. With increased ground clearance, protective cladding, and advanced technologies, the DS 4 Crossback seamlessly blended urban chic with off-road capability.
2016
DS Automobiles expanded its performance offerings with the DS 3 Performance and the Performance Line trim. The DS 3 Performance captured the essence of driving excitement with enhanced power, sport-tuned suspension, and aggressive styling. The Performance Line trim, available across the DS range, added sporty design elements and dynamic enhancements for enthusiasts seeking a spirited driving experience.
2017
The DS 7 Crossback, unveiled in 2017, marked the brand's entry into the luxury SUV segment. This flagship model showcased French savoir-faire through its striking design, meticulous craftsmanship, and cutting-edge technologies. The DS 7 Crossback introduced DS Active Scan Suspension, a groundbreaking feature that adjusted the suspension in real time for an exceptionally smooth ride.
2018
Continuing its foray into the world of compact SUVs, DS Automobiles launched the DS 3 Crossback. This model epitomized modern luxury with its avant-garde design, high-quality materials, and innovative features. Notably, the DS 3 Crossback became the brand's first fully-electric vehicle, offering emission-free mobility without compromising on style or performance.
2019
DS Automobiles expanded its electric portfolio with the DS 3 CROSSBACK E-TENSE. This fully-electric compact SUV combined distinctive design with emission-free driving. The DS 3 CROSSBACK E-TENSE offered a range of up to 320 km (approximately 200 miles) on a single charge, along with advanced connectivity features and a luxurious interior.
2020
The DS 9 E-TENSE, introduced in 2020, exemplified the brand's commitment to redefining executive luxury. This plug-in hybrid sedan seamlessly integrated power and sustainability, featuring a powerful turbocharged engine combined with an electric motor. The result was a sophisticated and dynamic driving experience with reduced emissions and impressive efficiency.
2021
DS Automobiles unveiled the DS 4 in 2021, showcasing a new chapter in design and innovation. The DS 4 featured a sleek and modern aesthetic, underpinned by advanced technologies such as DS DRIVE ASSIST and DS MATRIX LED VISION headlights. The DS 4 embodied the brand's vision of combining aesthetics, comfort, and performance in a compact premium package.
2022
Building on its commitment to electrification, DS Automobiles introduced the DS 4 E-TENSE and the DS 7 CROSSBACK E-TENSE 225. The DS 4 E-TENSE offered a plug-in hybrid powertrain, blending efficiency and power with up to 50 km (approximately 31 miles) of pure electric range. The DS 7 CROSSBACK E-TENSE 225, an updated version of the flagship SUV, featured enhanced electric driving capabilities and advanced connectivity options.