Citroen is preparing a DS flagship to face-off with the BMW 5 Series and Mercedes-Benz E-Class, based on the PSA Group EMP2 platform.
The car, which is likely to be called DS 8, will run with a more aggressive look than we might be used to, in an attempt to give the vehicle cut-through in a shrinking segment.
"The design is finished and I can tell you the car looks amazing," DS vice president of product, Eric Apode, told Auto Express. "Since the beginning it was extremely important to have this car in our range."
"But we will never do a copy – DS is something different, something spectacular. With our flagship we will do that."
Unique or different thinking will clearly be a big part of the DS 8. According to the report, it'll be built on the PSA Group's EMP2 architecture – used for the new Peugeot 508 – and power will come from a range of 2.0-litre diesel and 1.6-litre petrol powertrains.
Expect to see a plug-in hybrid model, too, as part of PSA's aggressive push into electrification.
"When we talk about DS, we say we are the only French car maker positioned in the luxury premium sector, that we are unique in this position," Apode told the British publication, clearly keen to maintain the brand's image as a freer-thinking alternative to the Germans.
"Whenever we do a car we don’t start the process by saying we want to copy a car from Mercedes."