DS is going premium
One of the main reasons for the brand split was to allow DS to spread it wings and aim a little further upmarket. DS isn’t claiming to be building rivals for the likes of Audi or Mercedes but the introduction of separate dealerships and what will be a more prominent designed language used on future models will go some way into giving the brand a more premium edge.
If there wasn’t already, a clear distinction between what makes a Citroen a Citroen and a DS a DS will be more evident. Design, style and sophistication are the key new areas for DS.
