Second Coming For Citroën DS

In what can only be heralded as an ambitious plan given the current hesitations of new vehicle buyers, Citroën is about to reveal intentions to revive its iconic DS line in a move to push the brand upmarket.

An official announcement will be made on February 4th to coincide with the company’s 90th birthday. As well as introducing a range of premium vehicles, the company is set to overhaul its image with a revised logo, stronger customer relations, freshened showroom presentation and improved parts and service support.

Originally the DS series was produced between the 1950s until the 1970s and introduced futuristic styling and a range of previously-unseen features into the new car market. Citroën hopes to use a similar philosophy to launch a new range of vehicles based on the existing line-up.

Styling director Jean-Pierre Ploue hopes to use the return of the DS to create a more premium feel for the Citroën brand. “We will offer products within the Citroen brand that have added value and carry elements of the premium sector,” he said.

The first of the range, the DS3 will be shown as a concept at this year's Geneva Motor Show in March, with larger DS4 and DS5 models to follow. The new vehicles will be built off the existing C3, C4 and C5 models with the hope of increasing profit margins as well as growing the brand.

The initial plan for the DS launch was floated in mid-2007 by an executive who has since left the company. The aim of the plan is to reduce the focus on small cars and improve public perception of the Citroën brand.