DS Automobiles is the premium brand within the PSA group. The short history of the brand began in 2009, with the introduction of the Citroën DS 3. That car was the start of a new DS line, with a kind of cooler and more premium alternatives to the regular model range. The DS models were also much more customizable. The letters DS are explained as Different Spirit, or Distinctive Series, but the reference to the legendary classic of the brand is of course also clear.
DS separate from Citroën
Since 2015 (and slightly earlier in China), the brand has been disconnected from Citroën. The DS models now belong to a brand of their own: DS Automobiles. The brand is positioned as PSA’s premium brand, with personalization options remaining an important part. Collaboration is often sought with major brands in the fashion industry.
In 2016, the entire model line underwent a facelift, so that the Citroën logos were no longer on the cars. Since 2017, DS Automobiles has had its own car for the first time with the DS 7 Crossback, which is not directly based on a Citroën model. Incidentally, the brand also carries a few models in China with the DS 4S, DS 5LS and DS 6 that we do not know here in Europe.