Citroën Places The Germans On Notice With New DS Luxury Brand - Could This Be The Next Lexus?

Launched as the Divine DS at the tail end of 2014, this concept car was created to show the future styling direction for the now standalone DS brand, as well as encapsulating all of the brand’s ideals into one vehicle.

As such, it will never make production in this form – but it is crucially important if DS is to break free of its mainstream Citroën-derived shackles and establish itself as a credible player in the premium market, fighting for sales with Audi, BMW, Mercedes and the like, over the next five years or so.

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MDarringer - 7/7/2015 10:36:58 AM

-3 Boost

The Germans are laughing themselves silly. It's an oxymoron to put "French" and "premium" side by side.

Citroen's legacy is one of producing ugly cars with complicated engineering that is neither well thought out nor tested, so quality and reliability is an absolute zero. Their "icon" is the DS21 which looks like a butt suppository on wheels.

The new DS borrows styling from Audi and Infiniti to name two. It is simultaneously generic and ugly.

The Germans have more to fear from Lincoln than they do from Citroen. And the Germans do not fear Lincoln.

valhallakey - 7/7/2015 4:54:13 PM

+2 Boost

I would say your statement regarding Citroen's legacy was true 10-15 years ago and is a hangover in the US mind. Although financially they were a mess over the last few years, in Europe and China they are doing quite well with many models with innovative designs and decent quality over the last few years. In fact in the JD power survey in China they were rated higher than any other European brands. The DS3, DS4 and DS5 are very popular as is the new Cactus (which is wierd in pictures but pretty neat in real life). I agree the Germans have nothing to fear but I think it is a different and changing young audience that are attracted to Citroen. That is what the Germans should fear is the changing nature of the car buying public. Not everyone wants or aspires to an M5 or RS7 or a nice 3 series, A4 etc... anymore. To many car buyers especially new car buyers they want something to get them from point a to point b... a practical fashion assessory if you will...like the latest iPhone etc...

TheSteve - 7/7/2015 11:17:24 AM

-5 Boost

MDarringer: +1, with a huge smile :-)

His closing sentence is a solid candidate for AutoSpies Quote Of The Year.

nguyenvuminh - 7/7/2015 11:40:27 AM

+4 Boost

I don't think Citroen has ever considered any other car companies to be their target. Their cars are luxury and distinct cruisers and not performance oriented. I doubt many Americans ever sat in one let alone qualified to comment (other than the typical "it's my right to state my opinion" angle). So for all of the so-called American individualism, continue to go with the now generic German definition of luxury as it's your right but let's not be so critical of other distinct characteristics, be it Japanese, French, Swedish or Italian.

MDarringer - 7/7/2015 4:33:31 PM

-2 Boost

And assuming that's true, that is why PSA is in the toilet financially. Peugeot and Citroen are probably going to be the first to do when the European market consolidates--and it will. Citroen has usually been oblivious to reality and DS must stand for Delusional Stupidity.

If anything PSA should not be creating another brand but killing Citroen completely given that Peugeot sort of kinda has a clue about mainstream cars.

leej - 7/7/2015 12:17:36 PM

+2 Boost

Wow...really cool looking car.

Lincoln? BWAHAHAHAHAHAHA!

TomM - 7/7/2015 8:27:38 PM

+3 Boost

Actually - few people here have any idea at what level the French people consider the Citroen. The fact is - in FRANCE - the DS - assuming reasonable styling (The above is not going to happen) - good materials - and normal Citroen dynamics COULD take a part of the market that NONE of the Germans really address - the LUXURY car market. The Germans can take that premium small sports car market - but Citroens are wonderful Luxurious drivers - few cars come close to how well they pamper their occupants - and certainly not in the price range they are in. The LUXURY car market and the PREMIUM sports car markets are NOT the same thing - and that is the mistake Cadillac made - at least in the USA. People were expecting a LUXURIOUS LARGE car - not a bunch of small two seat sports sedans.

rumnyc - 7/7/2015 9:55:05 PM

0 Boost

ds what? I don't think the germans even know what citron is.

mini22 - 7/9/2015 12:14:22 PM

+2 Boost

Darringer-That "Butt Suppository On Wheels" you mention is considered beautiful by many in classic car circles and their prices continue to rise in value. I will not dispute that they are mechanically complex with there famous hydraulic suspension systems. However they are known for providing the best ride/handling compromise on the planet. Further
the 2CV's were iconic cars that competed with the VW Beetle and original Fiat 500. Not all were so called ugly. The C6, C5 and DS3 are actually quite attractive looking cars and are a welcome change from VAG, Mercedes and BMW.