Citroen’s luxury DS brand set for UK debut at Goodwood

Now a separate entity from Citroen, DS will bring its own brand of haute couture to the Festival of Speed

Traditionally, French carmakers have struggled to make inroads into the luxury vehicle market, with typical French originality missing the mark in a sector that thrives on conservatism. Think Citroen C6, or the Renault Avantime.

Citroen’s latest attempt at automotive luxury, with the standalone DS Automobiles brand, takes a different approach. It’s set to make its first UK appearance at the Goodwood Festival of Speed.

Subscribe to evo magazine

evo is 21 and to celebrate, we're returning to 1998 prices! Subscribe now to SAVE 39% on the shop price and get evo for its original cover price of £3.00 an issue, plus get a FREE gift worth £25!

The DS name is already well-established in the marketplace, largely thanks to the Citroen DS3 launched in 2009. Citroen had sold over 320,000 DS3s as 2014 drew to a close, cutting its own little slice of the market for upscale superminis previously dominated by Mini.

DS3 was followed by DS4 in 2010 and DS5 in 2011. Neither has had quite the success of the smaller car, but each has presented an alternative luxury option for buyers whilst still providing the reassurance of a major automotive brand.

Advertisement
Advertisement - Article continues below

Now the models are familiar, DS can take its own form. The Citroen herringbone gears have disappeared from the grille, replaced by a DS ‘wings’ badge, and the brand can speak loud its spiritual links to the Citroen DS of 1955.

It’s this 60th anniversary the brand will celebrate at the Festival of Speed. An original 1957 DS will be on display, as will the latest manifestation of the firm’s qualities in the Divine DS concept, as presented at Geneva.

Citroen – or rather, DS Automobiles – says the Divine DS offers a vision for the future of the DS brand. It has also inspired something DS calls #divineDSmoments at the show, with prize opportunities and a series of limited edition chocolates.

The Festival will mark the UK debut of the DS 5, which visitors can drive at the Moving Motor Show should they visit on Thursday 25 June. It will be joined by the refreshed DS 4 and DS 3. Three of the latter will also be available to drive up the hill – a DSport THP 165, DSport Cabrio THP 165 and DS 3 Cabrio Racing.

Advertisement

Recommended

Visit/citroen/22216/citroen-c5-aircross-review-exactly-like-a-porsche-911-gt3-sort-of
Citroen

Citroen C5 Aircross review

2 Feb 2019
Visit/lexus/is/202005/lexus-is-and-rx-gain-updates-for-2020

Lexus IS and RX gain updates for 2020

29 Nov 2019
Visit/aston-martin/dbx-suv/15413/aston-martin-dbx-revealed-to-rival-lamborghini-urus
Aston Martin DBX SUV

Aston Martin DBX revealed to rival Lamborghini Urus

20 Nov 2019
Advertisement

Most Popular

Visit/ford/focus-hatchback/202030/2019-ford-focus-ecoboost-review-a-family-favourite-past-its-prime
Ford Focus Hatchback

2019 Ford Focus EcoBoost review

Some might suggest the UK is falling out of love with family hatchbacks, but the Focus EcoBoost is a good reminder of why it remains a compelling pack…
9 Dec 2019
Visit/news/22743/first-details-of-the-gordon-murray-automotive-t50-hypercar-revealed
News

Gordon Murray Automotive T.50 hypercar revealed

A true successor to the McLaren F1, Gordon Murray Automotive has revealed more about its spectacular T.50 hypercar
10 Dec 2019
Visit/mclaren/202028/mclaren-620r-goes-for-the-gt3-rs-jugular
McLaren

McLaren 620R goes for the GT3 RS jugular

Limited run extreme Sports Series McLaren 620R road car brings GT4 aero to the road.
9 Dec 2019
Visit/hyundai/i30-n-hatchback/201775/hyundai-i30-n-versus-hyundai-i30-tcr
Hyundai i30 N hatchback

Hyundai i30 N versus Hyundai i30 TCR

Can Dickie Meaden beat Steve Sutcliffe in a straight(ish) race? We sent them to the Circuit Nuvolari with a pair of Hyundai i30 Ns to find out.
20 Sep 2019