But, while the DS 3, high-riding DS 4 and sleek wagon-like DS 5 all launched with Citroen’s familiar ‘chevron’ badge, more recent models in the range have steered clear of the connection.
This week, the DS 5 becomes the first of those earlier offerings to drop the Citroen branding, marking an important step in establishing DS as a standalone luxury brand.
(The DS 3 was given a light midlife makeover in 2014 but its chevron grille design remained in place.)
The DS 5’s update sees the small wagon pick up the same broad grille of the 6WR and 5LS, with the now familiar DS badge sitting proud in the centre.
Little else has been changed on the styling front, although the DS 5’s progressive styling will likely carry it neatly through to retirement.
There’s new technology on board, however, including new Xenon LED headlights and a new touch-drive interface.
The addition of the touch interface also sees the dash layout simplified, with the new controls resulting in the deletion of 12 physical buttons and switches.
The DS 5 also gets a refreshed version of PSA Peugeot Citroen's BlueHDi 180 engine that boosts power and torque to 133kW and 400Nm (at 2000rpm), an increase of 13kW and 60Nm respectively.
Watch for the refreshed DS 5 to hit Australia in late 2015.