Citroën is tackling the world’s financial doom and gloom head on by opening a new page in its 90 year history. As well as launching a new visual language, including an updated logo, Citroën are also starting to redefine their model range to offer cars that capture a market they believe has moved from “wanting more” to “wanting better”. The first sign of this new direction is captured wonderfully in the DS Inside concept car, based on the 2010 C3 platform.
Scant details have been made available in regards to engines, technology and features, but the stylish coupé is a delight on the eye. Citroën says they will be revealing a DS model line across the range with a naming convenction to follow their regular C model range. In time there will be a DS3, DS4 and DS5 covering the small, medium and large categories.
Of course, the DS nomenclature is not new to Citroën and the revitalising of the sub-brand hopes to capture Citroën’s “different spirit”. As with the legendary 2CV the French brand has made a name for itself for making clever, practical cars that leave an eduring legacy.
If Citroën can leave another such legacy with this new DS range then the motoring landscape will be all the better for it.
More pics and everything you ever wanted to know about Citroën’s new direction below. Despite the length of the press release, it is fascinating to see how much detail they have revealed.
