(from Citroen Press
Release) DS INSIDE The genesis of a car designed to
surprise and enthrall
CitroŽn is reinventing itself. The Marque is transforming its image
to place the emphasis on its creativity and ability to innovate.
This process is illustrated by a new visual identity, a restyled
logo, an evocative new slogan ďCrťative TechnologieĒ, and new
customer relations. At the same time, CitroŽn is announcing the
launch of a new and distinctive line of products, the DS line,
heralded by the concept car DS INSIDE.
The key characteristics of the DS line are: creativity, strong and
emotional styling, quality in presentation and finish, driving
sensations and functional qualities.
This concept car heralds DS3, the first vehicle in the new line of
products, scheduled for launch in 2010.
ďDS INSIDE is a compact, elegant and refined3-door vehicle. Its
flowing, sculpted lines convey an impression of smooth, dynamic
performance. Every detail of the car reflects this approach to
design: flowing design lines with an unexpected touch, like the
shark fin that symbolises DS INSIDE.Ē Mark Lloyd, Range Manager,
Another attractive feature of DS INSIDE is its strong personality.
The concept exists in two forms. An alluring version with dark brown
bodywork and a metal-flecked roof. And a more non-conformist version
of dandy elegance, featuring an eye-catching mix of colours: deep
pearl grey with a mirror effect and bright glossy pink. This second
bold version is presented for the first time at the 2009 Geneva
THE DS LINE: A NEW LINE OF
DISTINCTIVE PRODUCTS BY CITROňN
The first aim, initiated
some years ago, is to continue renewing the vehicles at the core of
the range, driving progress forward in all areas. In the same way as
for the new C5, for example, a new C3 will one day replace the
existing C3 and restate the same ambitionsÖ
The second aim is to satisfy two customer requirements that may be
seen as both complementary and conflicting:
- Develop vehicles better suited to the needs of these customers,
who want cars that are more economical and Ė above all Ė more
intelligent. The recently launched C3 Picasso is part of this
approach, and C-Cactus is a vehicle for the future that takes the
process one step further: pragmatism without sacrificing pleasure.
- Develop cars that play on pleasure and appeal. ďThese customers
are looking for original products with character, products that say
something about their owners. Products that deliver a new automotive
experience. These customers want prestige, thrills and
sophistication. They want all that but without copying the hidebound
cues of conventional executive vehicles. And even if they can afford
it, they are not ready to pay excessively high prices for specialist
vehicles.Ē Vincent Besson, CitroŽn Director of Products and Markets.
Customers are looking for cars that deliver more sheer enjoyment, in
terms of both styling and driving sensations, cars that are more
sophisticated but that also meet day-to-day requirements with
appropriate functional qualities and a reasonable price tag.
CitroŽnís response: the new distinctive DS line and the concept car
DS INSIDE, embodying a bold and innovative approach by the Marque.
An evocative name: DS, Different
The new line of products
had to have an evocative name that would immediately be associated
with CitroŽn. Logically, the brand turned to its heritage.
Looking beyond its huge renown, the DS name embodies the impudence
of a truly French car, bold and non-conformist. In the way that it
expresses design and sensuality, distinction and status, difference
and sense, daring and savoir-faire, the DS is compliant with
CitroŽnís identity: a Different Spirit.
The DS name symbolises innovation and success, styling and
technology. It is a powerful component of CitroŽnís heritage. DS
expresses a new approach to cars and a new way of looking at the
future. A future inspired by a unique genetic code, passing on the
genes of innovation and distinctive design. DS INSIDE is the CitroŽn
experience viewed from the inside.
The future line of products will receive this specific name,
together with a number indicating the size of the vehicle: DS3, DS4
Distinctive body style
The concept car DS
INSIDE is an object of pleasure and appeal with styling that
reflects creativity and emotion. The eye-catching lines suggest new
driving sensations, generous space and comfort, and the highest
standards of quality and finish. These design choices will be
visible and applied across the entire new distinctive product line.
ďThis product line is all about desire, from beginning to end. The
products sacrifice nothing in terms of driving sensations and
enjoyment. And they make an attractive alternative to the
increasingly unaffordable Premium products of the competition.Ē
Olivier Henry, Head of New Product Positioning, CitroŽn.
An object of attraction, elegant and sensual, flowing, refined and
dynamic, DS INSIDE is as if sculpted from a single piece, a car of
smooth, full contours. The eye of the enthralled onlooker slides
along the bodywork. The strong sleek sides reveal a body style that
is both spirited and sculptural, with emotion lying just beneath the
The colour of the floating roof contrasts with that of the bodywork.
Amidst this apparent tranquillity, a sharkís fin appears to emerge
from the waistline. At the front, on either side of the impressive
chrome-plated grille, LEDs light up the sharkís captivating gaze.
Sophistication and flowing design lines. Appeal and attraction. The
genesis of a car designed to surprise and enthral.
A strong personality
The concept car DS
INSIDE surprises onlookers with its personality and its ability to
adapt to all needs and all lifestyles. Like a chameleon, DS INSIDE
can change its appearance.
DS INSIDE, dandy elegance
Elegant and provocative,
spirited and non-conformist. These are just a few of the words that
we could use to describe the DS INSIDE concept car on show in
Geneva. The mirror-effect bodywork in deep pearl grey and the bright
glossy pink of the roof and rearview mirror housings makes a bold
statement and adds the last Ė essential Ė touch of sophistication.
The fine flecks in the livery of this top model resemble the sheen
of a precious pearl, while the contrasting colours express optimism
and greedy vitality.
Every detail of DS INSIDE is designed to charm. The gleaming chrome
trim of the headlamps, side blades and chevrons highlights the
dynamic and natural elegance of the body style. The colour-keyed
18-inch light alloy wheels, with their chrome trim and flecking
reflect the detailed thought that went into DS INSIDE.
This version of DS INSIDE Ė dandy elegance Ė expresses
non-conformism and unfailing charm.
DS INSIDE, sheer appeal
The concept car DS
INSIDE was first unveiled in this version, which is as
sophisticated, elegant and voluptuous as a creation by a top fashion
designer. This version boasts rich brown bodywork and a
The deep, mysterious pearlescent bodywork conceals flashes of light
and reflections, just as a perfume bottle conceals a dense and
precious fragrance. The warmth of the bodywork and the coldness of
the metallic paint gives the roof a floating effect.
DS INSIDE has all the qualities of a refined and sensual object.
Extreme care was put into each carefully crafted detail of the
bodywork. The contrast and shine of the chrome-plated trim parts
underline the dynamic body style. A play of light that is repeated
to infinity with the three-dimensional style of the chevrons,
headlamps, side blades and rearview mirror housings. This attention
to detail can also be seen in the colour-keyed headlamp trim and in
the diodes and chrome surrounds of the rear lights.
This version of DS INSIDE Ė sheer appeal Ė is a precious pearl, a
jewel whose brilliance is suggested by its chrome-plated diamante