Citroën has launched its funky little DS3 to the Australian market. The French usually get it right when it comes to hatchbacks, but the DS3 represents one of the more serious attempts to raise their sights to the premium segment. And Citroën has its sights firmly set on MINI.
Miles Williams, General Manager for Citroën in Australia, pretty much admits that with this comment, “The DS3 is a bold, definitive statement of intent for Citroën and a confident step in the opposite direction to its main competitors; it brings a real alternative to a market sector dominated by retro designs.”
Mind, this next comment from Williams could equally apply to the MINI brand, “DS3 is about modernity, creativity, individual style and a driving experience packed with personality. DS3 dares to be different – whilst delivering the comfort, quality, technology and ecologically considerate performance for which Citroën is widely recognised.” Williams is right, though, the DS3 is different and it does bring new life to the premium compact market.