DS Automobiles
| File:DS Automobiles logo.svg Logo of DS Automobiles | |
| Company type | Subsidiary |
|---|---|
| Industry | Automotive |
| Predecessor | Citroën DS model range |
| Founded | 2009 |
| Headquarters | France |
Area served | Worldwide (previously including China until 2023) |
Key people | Olivier François (2023–2025), Xavier Peugeot (2025–present) |
| Products | Luxury and premium automobiles |
| Parent | Stellantis |
| Website | www |
DS Automobiles is a French brand specializing in luxury and premium automobiles, launched in 2009. Initially a subbrand under Automobiles Citroën S.A., DS gained independence as a standalone marque in 2014, having evolved from Citroën's DS model range introduced the same year. The brand had already operated independently from Citroën in Asian markets starting in 2012. Currently, DS is part of the Stellantis group, following its previous affiliation with the PSA Group.
The acronym DS represents Different Spirit or Distinctive Series, while also paying homage to the legendary Citroën DS executive vehicle. Pronounced similarly to the French word déesse meaning "goddess," the name underscores the brand's upscale image.
History
The PSA Group originally comprised three automotive marques: Peugeot, Citroën, and the now-defunct Talbot, none of which were positioned as premium brands. Since 1976, PSA attempted to differentiate its brands by pricing tiers, akin to the strategies employed by Chevrolet/Buick or Volkswagen/Audi, but lacked sufficient brand strength to support a premium segment. The introduction of the DS line sought to capitalize on the design legacy of the original Citroën DS (1955–1975), crafted by designers Flaminio Bertoni and André Lefèbvre.
The DS series was inaugurated with the launch of the Citroën DS3 in 2010, a compact vehicle built upon the C3 platform. Drawing inspiration from the Citroën C3 Pluriel and the Citroën DS Inside concept, the DS3 featured customizable roof colors contrasting with its bodywork. It earned accolades such as 2010 Car of the Year by Top Gear Magazine, received the top supermini spot four years running in the J.D. Power Satisfaction Survey UK, and was ranked second most efficient supermini by What Car? behind the Citroën C3.
By 2013, the Citroën DS3 commanded 40% of Europe's premium subcompact market share. The DS lineup remained closely tied to Citroën models: the DS4, introduced in 2010, was based on the 2008 Citroën Hypnos concept car, while the DS5, released in 2011, originated from the 2005 Citroën C-SportLounge concept.
PSA CEO Carlos Tavares indicated that while DS would continue sharing platforms and dealership networks with other PSA vehicles, it would distinguish itself through "distinct manufacturing and engineering criteria."
Logo
The emblem of DS Automobiles features a distinctive logo that diverges from Citroën's signature double chevron and differs stylistically from comparable Citroën models. This emblem was crafted by Korean designer Jin Joo. Citroën also developed several concept sports cars bearing DS branding, including the fully functional Citroën Survolt. The 2014 DS Divine concept evolved from Survolt’s design, hinting at DS's future direction toward sporty coupés.
Chinese market
Since 2014, DS vehicles have been retailed through exclusive dealerships across China. Models tailored for this market were manufactured by the Changan PSA joint venture facility located in Shenzhen until May 2020, when ownership transferred to the Baoneng Group. The DS 5LS and DS 6WR are models unique to China. After a facelift of the DS5 in 2015, DS separated from Citroën within Europe as well, with intentions to establish independent DS dealerships globally.
At the close of 2023, DS Automobiles declared its exit from the Chinese market.
DS Store
The DS Store represents the retail network for DS Automobiles, first introduced in China in 2014 and subsequently launched across Europe in 2015. In 2021, a number of DS Store outlets in the United Kingdom were shut down due to "low sales volume and minimal returns," with new vehicle registrations totaling just 233 in March of that year. Nevertheless, DS Automobiles unveiled a growth strategy in the UK market that highlights "establishing new dealerships and enhancing personalized customer service" as essential components for future success.
In addition to its dealership network, DS runs the DS Only You privilege club, which provides members with tailored service experiences.
Leadership
- Yves Bonnefont (2014–2020)
- Beatrice Foucher (2020–2023)
- Olivier François (2023–2025)
- Xavier Peugeot (2025–present)
Current models
- DS 3 (previously known as DS 3 Crossback)
- DS N°4 (formerly DS 4 crossover)
- DS 7 (previously DS 7 Crossback)
- DS N°8
- DS 9
Discontinued models
Concept cars
- Citroën C-SportLounge (2008)
- Citroën Hypnos (2008), sometimes displayed with the DS badge
- Citroën DS Inside (2009)
- Citroën REVOLTe (2009)
- Citroën DS High Rider (2010)
- Citroën Survolt (2010)
- Citroën DS4 Racing (2012)
- Citroën Numéro 9 (2012)
- DS Wild Rubis (2013)
- Citroën DS3 Cabrio Racing (2013)
- DS 5LS R (2014)
- Divine DS (2014)
- DS 3 & DS 3 Cabrio Ines de la Fressange Paris editions (2014)
- DS 4 Crossback (2015)
- DS E-Tense (2016)
- DS X E-Tense (2018)
- DS Code X (2019)
- DS Aero Sport Lounge (2020)
- DS E-Tense Performance (2022)
- DS SM Tribute (2024)
Sales
| Year | Worldwide | Europe | China |
|---|---|---|---|
| 2009 | 205 | ||
| 2010 | 53,336 | ||
| 2011 | 97,579 | ||
| 2012 | 129,000 | 117,374 | |
| 2013 | 122,694 | 110,554 | 1,271 |
| 2014 | 118,472 | 85,093 | 26,008 |
| 2015 | 102,335 | 75,163 | 21,451 |
| 2016 | 85,981 | 65,456 | 16,156 |
| 2017 | 52,860 | 45,863 | 5,847 |
| 2018 | 53,265 | 45,251 | 3,867 |
| 2019 | 52,597 | 1,254 | |
| 2020 | 43,597 | 427 | |
| 2021 | 43,970 | 1,853 | |
| 2022 | 49,510 | 1,373 | |
| 2023 | 48,444 |
Motorsport
DS Performance serves as the motorsport division of DS Automobiles and is dedicated to accelerating the brand’s electrification initiatives. Instead of competing directly under its own name, it provides technological support and marketing assistance to affiliated teams in Formula E.
Formula E
At its inception in the Formula E championship during the inaugural season of 2015/16, DS collaborated with Sir Richard Branson’s Virgin Racing, competing as DS Virgin Racing. The team achieved third and fourth place finishes in successive seasons.
By the year 2018, DS transitioned to a partnership with Techeetah, forming the team known as DS Techeetah and utilizing the DS E-Tense FE19 powertrain. This alliance led to both drivers' and teams' championships in the inaugural season of their collaboration with driver Jean-Eric Vergne, who became the first two-time drivers’ champion in Formula E history. The momentum continued into the following season of 2019–20 when António Félix da Costa secured the drivers’ title while DS Techeetah retained their teams’ championship.
Following the conclusion of their partnership with Techeetah after the end of the 2021–22 season, DS aligned with Penske Autosport to create DS Penske, competing in the Formula E World Championship for the season commencing in late 2022.