History of the DS automobile brand
The history of the DS Automobiles brand originates from a completely different company and from the Citroën brand. Under this name, relatively young cars are sold that have not yet had time to spread across the world market. Cars belong to the premium segment, so it is quite difficult for the company to compete with other manufacturers. The history of this brand began more than 100 years ago and was interrupted literally after the release of the first car - this was prevented by the war. However, even in such difficult years, Citroën employees continued to work, dreaming that a unique car would soon enter the market.
They believed that he could make a real revolution, and they guessed it - the first model became a cult. Moreover, the mechanisms, unique for those times, helped save the president's life, which only attracted the attention of the public and car connoisseurs to the manufacturer. In our time, the company has been revived, presenting unique models that have won the attention and love of the younger generation thanks to their original design and good technical characteristics.
Founder
DS Automobiles' roots grow directly from another Citroen firm. Its founder, Andre Gustav Citroen, was born into a wealthy Jewish family. When the boy was 6 years old, he inherited a huge fortune from his father and his business, which was associated with the sale of precious stones. True, the entrepreneur did not want to follow in his footsteps. Despite the numerous connections and the already existing state. He moved into a completely different field and took up the production of mechanisms.
During the First World War, Andre built his own shrapnel shells factory, located near the Eiffel Tower. The building was completed in just 4 months, at that time it was a record time. The shrapnels were of very high quality, without a single marriage and delivery delays. After the end of the war, Andre founded a car manufacturing company. It was very important for the entrepreneur that they were as unpretentious and easy to use as possible.
In 1919, the company introduced the first car. It had a spring-loaded suspension that made drivers feel comfortable on bumpy roads. True, the brand “shot” only on the second try. In 1934, André retired: the company was owned by Michelin, and the new owner Pierre-Jules Boulanger came up with another project. At first it was called VGD, but then it got the name DS. The head of Citroen wanted to mass produce premium cars that would combine beautiful design, innovative solutions and simplicity. The preparations for the premiere were interrupted by the Second World War, but even then enthusiasts did not stop working on the project. In order for the owners of DS Automobiles to be able to drive even on bumpy roads, the designers came up with an innovative suspension, the analogues of which were not represented by no less famous brands. The cars won the interest of potential buyers, especially since Citroen employees constantly came up with new options to improve the sub-brand.
They did not want to stop there, because they always believed in the development of such an idea. The crisis of 1973, when the company was on the verge of bankruptcy, put a fat point in the development of DS Automobiles. Then the PSA Peugeot Citroen concern was created, which helped the company stay afloat. True, the production of cars under the sub-brand name was stopped for many years. The companies participating in the concert focused on survival, as it was very difficult to stay in the market.
Only in 2009, an important decision was made to restore the sub-brand. It featured more expensive and premium Citroen models. Several cars were produced on behalf of the brand, but over time it became difficult for them to withstand the competition. Strong competitors appeared on the market who already had a good reputation. This continued until 2014 - DS Automobiles became a separate brand, and it was named after the legendary Citroën DS car.
Today, the company's management continues to develop and introduce new technologies in the production of premium cars. More and more often DS Automobiles is moving away from the “progenitor” Citroen, their distinctions are clearly visible even in design, characteristics and features of cars. The owners of the company promise to significantly expand production, increase the model range and open more showrooms around the world.
Emblem
The DS Automobiles logo has always remained unchanged. It represents all the connected letters D and S, which are represented in the form of metal figures. The emblem is somewhat reminiscent of the Citroen logo, but it is possible to confuse them with each other. It is simple, clear and concise, so it is easy to remember even for those people who are not interested in DS Automobiles cars.
Automotive brand history in models
The first car that gave the name to the brand was called Citroen DS. It was produced from 1955 to 1975. Then the line of sedans seemed innovative, since new mechanisms were used in its design. It had a streamlined body and hydropneumatic suspension. In the future, it was she who saved the life of Charles de Gaulle, the President of France, during the assassination attempt. The model became iconic, so it was often used as an example for new cars, adopting design and general concept.
Only in early 2010, after the restoration of the company, a small hatchback DS3 was released, named after the legendary car. It was also based on the then-new Citroën C3. In the same year, the DS3 became Top Gear's Car of the Year. In 2013, it was again named the best-selling car in terms of compact models. The novelty has always been focused on the younger generation, so the manufacturer has provided several body color options for the dashboard and roof. In 2016, the company updated the design and equipment.
In 2010, another Citroën DS3 Racing was introduced, which became the DS3 hybrid. It was released in only 1000 copies, making it unique in its kind. The car had a lower and more stable suspension, better engine tuning and an original design.
In 2014, the world saw the new DS4 model, which was based on its predecessor, the 2008 Citroën Hypnos. The car became the second serial car in the entire model range of the DS Automobiles brand. In the year of its release, it was recognized as the most beautiful exhibit of the year at the auto festival. In 2015, the model was restyled, after which it was named DS 4 Crossback.
The DS5 hatchback was produced in 2011, it received the status of the best family car. It was originally produced with the Citroën logo, but it wasn't until 2015 that it was replaced with the DS Automobiles emblem.
Especially for the Asian market, since it was there (especially in China) that the models were best sold, it was released for individual cars: DS 5LS and DS 6WR. They were also produced with the Citroën logo, as DS Automobiles was considered a sub-brand. The cars were soon reissued and sold under the DS brand.
According to the head of DS Automobiles, in the future he plans to significantly expand the range of cars produced. Most likely, the new cars will be built on the same platforms that are used in PSA. But the technical standards for the DS models will be different to make them as unlike Citroën as possible.
