Citroen preparing for a new era of premium mass cars with DS Concept

Citroen is preparing for a very exciting new era of premium mass cars with its DS Concept. The DS inside, aimed squarely at cars like the Mini Cooper, features full leather upholstery, sporty bucket seats, and an intricate center console with piano-black trim. The premium theme is further emphasized by the thick carpeting, vinyl roof lining, and special DS badging.

The DS Concept provides the basis for a new line of cars to be named DS3, DS4 and DS5, hinting at bigger and better models to come. The first of these will be the DS3, which has already been spied testing in prototype form.

While DS3 is expected to come into market in 2010 as the first of new DS Line products, the DS4 and DS5 are said to be targeted on a better defined segment. “We can be more adventurous with the bigger models. Our normal models have to operate within a well-defined segment, but with the DS there’s the opportunity for more individuality”, chief designer Mark Lloyd declared. The DS5 is said to be based on the Hypnos concept and will also be the first Citroen to get a diesel hybrid engine. Both the DS4 and DS5 will go on sale by 2011.

Citroen's campaign is intended to help realign the public's perception of the brand to better fit with the near-premium product line it offers. The global effort comes as the French carmaker celebrates its 90th anniversary in the business, making 2009 a time for both tradition and innovation. The new logo that debuted at that time can be found on the new DS3.

A re-ignition of the DS line is just one line of attack for this global re-branding scheme. The DS held the top slot at Citroen for 21 years, starting in 1955 and running through 1976. Despite the ensuing 33-year hiatus, the iconic outline of the DS is still the first thing that comes to mind for many car enthusiasts when the Citroen brand is mentioned. The new DS Inside bears little or no resemblance to that legendary silhouette, however.

Other efforts, in terms of customer service, dealer relations, service and maintenance standards as well as the product initiative, will help Citroen present itself as a more up-scale carmaker.