Premium brand will go its own way with next round of new cars. Citroën has confirmed that its DS brand is to be separated from its parent for good, which means future European-market DS models won’t feature any Citroën badging.
According to the company, Citroëns will be defined by affordability and practicality, while DS-badged cars will major on distinctive styling, sophisticated equipment, and luxuriously-appointed interiors.
A spokesperson for Citroën told the Telegraph that, for the immediate future, both brands’ cars would be sold from the same dealerships, but didn’t rule out the idea of DS models being sold from separate showrooms in the future.
The spokesperson also indicated that if the split goes well, the company may consider further internal reorganisation to support the new brand.
The move would echo the arrangement in Asia, where Citroën and DS models are sold from separate dealerships and even run through two separate joint venture partnerships.
Citroën’s decision was previewed by the Divine DS concept, which was revealed earlier this week. The concept features no Citroën badges, and was the first indication that European-market models may lose the Citroën branding they currently feature.
The Divine DS will make its public debut at the Paris Motor Show next month.
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