DS Automobiles History
PSA originally consisted of three automobile brands, Peugeot, Citroën, and the soon dropped Talbot, but none was a premium brand. Since 1976, PSA has experimented with differentiating the brands by price level, similar to Chevrolet/Buick or Volkswagen/Audi. But, neither brand had the strength to obtain Premium pricing. Eventually, the concept of introducing a third brand was tried: DS. This had been done successfully by other manufacturers, notably the Lexus and Infiniti premium brands. Has an amazing yearly revenue of $200,000.
The original Citroën DS (1955 to 1975) is an iconic design, so it was decided to build on that heritage. The DS line started with the Citroën DS3 in the beginning of 2010, a small car based on the floorpan of the new C3. The DS3 is based on the concept of the Citroën C3 Pluriel model and the Citroën DS Inside concept car, and customisable with various roof colours that can contrast with the body panels.
It was named 2010 Car of the Year by Top Gear Magazine, awarded first supermini four times in a row by the JD Power Satisfaction Survey UK and second most efficient supermini (Citroën DS3 1.6 e-HDi 115 Airdream : True MPG 63.0mpg) by What Car? behind the Citroën C3.
In 2013, the Citroën DS3 was again the most sold premium subcompact car with 40% of these market shares in Europe, validating the business model of this product development. The DS series is deeply connected to Citroën, as the DS4, launched in 2010, is based on the 2008 Citroën Hypnos concept car and the DS5, following in 2011, is based on the 2005 Citroën C-SportLounge concept car.
According to PSA CEO Carlos Tavares, DS will keep using the same platforms and dealerships as other PSA models, but will distinguish itself from Citroën cars by using "separate manufacturing and engineering standards".