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Citroen to bring back iconic DS

By Matt Brogan |

Sources close to Citroen have leaked plans that the French manufacturer will bring back the iconic DS badge for a new range models.

The DS is said to be part of the brand’s global rebranding program that is to be launched on February 5th.

A concept previewing the first DS-badged model, a DS3 small car, will debut at the Geneva Motor Show in March with the model to go on sale shortly thereafter.

The slightly larger DS4 will follow in the first half of 2011 with the upper mid-sized DS5 expected towards the end of that year.

1955_citroen_ds19

The DS range will complement Citroen’s C3, C4 and C5 cars but will be sold at higher prices allowing Citroen to win additional sales at bigger margins without high extra production costs.

Citroen’s first DS became a style icon in the 1950s and 1960s because of its futuristic, aerodynamic body design. The executive sedan was sold between 1955 (pictured above) and 1975.


 
  • Alan

    Looks like it will just be C3-C5 but restyled and charge a premium price. Must say Citroen is the only one french manufacturer that has being innovative and actually makes you want to buy it. Everytime i see a C6 i always smile knowing the person appreciate the beautiful styling and comfortable ride, instead of going for the default german trio.

  • http://skyline The Salesman says “Hay, Charger”

    The French should stick to wine, cheese and rugby. I have never been inspired by Citroen. Although I appreciate the nostalgia of classic lines I cant imagine who would be willing to fork out good money to buy it.

  • http://skyline The Salesman

    drop the hay charger

  • booter

    yeah no one is into redone classics….. oh hang on… MINI, Beetle, Fiat 500, Camaro, mustang, monaro….

  • http://skyline The Salesman

    Yes but they were popular new.

  • Tim

    This is going to be such a flop! Don’t ruin a classic..

  • Alex II

    The advertisement is hilarious!!! I wouldn’t trust Citroen reliability on the road let alone in the air.

  • Alex

    Fantastic! I think there are many cars that have been on the market in the past that could go for a regeneration and this is one of them. I don’t think it’s going to be a cheap car with high prices, I think Citroen will make something really special. I hope they bring back the wagon too. It was a beautiful car originally and I hope the new one, going along with current Citroens, is as good looking.

    I know it’s slightly off topic but I think Citroen would be stupid not to put the GT concept into production exactly as it is. People would buy that, I would buy that. It was more dramatic looking than a Lamborghini and just fanastic. I really hope that it goes into production.

  • http://caradvice.com.au frenchaffair

    I hope they release the ‘DS’ Cabriolet in RHD this time. Although not a Citroen fan, they were a thoroughly innovative car for the time of release (1955) with directional headlights, air conditioning, self leveling suspension with lightweight panels (aluminium bonnet and fibre glass room). Such a comfortable ride, especially in the rear with exceptional seating, and a completely flat rear floor – not to mention the anti-dive braking system.

    Although not a ‘retro-remake’ fan, the wife got a FIAT 500 (the new bambino) and I really don’t mind it.

    ..also, the DS was popular new and ran for 20 years from the D 19 to the 23 and feature in a lot of movies of the era (and even Back to the Future).

  • http://www.inyourface-caropinion.blogspot.com The Insufferable Git

    I think for a long time, Citroen have had divided priorities. Citroen of old was reknown for wacky vehicles, futuristic designs, new technologies, and… poor reliability, but never mind.

    Then for ages, we had mainstream Citroen. Boring, characterless designs that appealed to the masses. They may have sold better, but were never instant classics.

    But the point is, these two ideas have never been reconciled. I think the point is that Citroen is releasing a DS lineup so that they can make models that are truly “Citroen” as we want them to be – wacky and futuristic and all that. In this way, they can make their C1/2/3/4/5/6/8 models – “I can do maths me!” – more mainstream, and hopefully satisfy both streams of buyers.

    It’s an interesting strategy, but they really do need to step up if it’s going to work.

  • FrugalOne

    DS

    Greatest and most significant and adavanced car ever made.

    Should have been C.O.T.Centuty and by MILES.

    Will it be a generation leap like the origonal?

    Not for OZ till they make the effort and set up a full factory importer, not just a agent.

    PS Would buy a C6 if they gave me back 80% after 3 years

    Cheers

    F-0

  • Motorhead

    I doubt they can make it as innovative as the original but I hope they try as that’s the whole point of the car rather then just redo the styling as other manufacturers have as amazing as the original was/is.