DS will be present at the International Geneva Motor Show for the first time as a brand in its own right. A significant event that heralds the start of a new era, as DS reveals, for the first time worldwide, its new logo, its “Spirit of avant-garde” brand signature and the New DS 5. On the DS stand (pavilion 6 at the Palexpo), between 5 and 15 March 2015, visitors will be able to discover the Divine DS concept car and two show cars: the DS 5 Moon Dust and a 2015 model of the DS 21 Pallas. The Geneva Motor Show is an ideal opportunity for the new premium brand to reassert its grand ambition, to achieve a real upmarket comeback for the French automotive industry.
Today, DS is unveiling its new logo, its brand signature, its latest creations and its offer of connected services. DS is entering a new era of the spirit of avant-garde!
A NEW LOGO AND A SIGNATURE FOR THE NEW DS BRAND
Just like the 1955 DS, the new DS brand, officially created in June 2014, was born in Paris. Today, the brand is revealing its new logo, comprising the DS monogram sitting above the name “DS AUTOMOBILES”. The French language was deliberately chosen to recall the brand’s French roots and to reflect DS’s high-end positioning that rests on its best-in-class automotive know-how. DS has also chosen the International Geneva Motor Show to unveil its “SPIRIT OF AVANT-GARDE” brand signature. This signature in English expresses DS’s international ambitions. It reflects the philosophy that guides the Brand towards an offer of remarkably stylish and resolutely technological cars that are extremely refined down to the smallest detail, and offer an exceptionally comfortable ride. “SPIRIT OF AVANT-GARDE” also reflects an attitude to DS. It is an invitation to all those who share this same optimistic vision and spirit of avant-garde.
NEW DS 5: THE EMBODIMENT OF THE DS BRAND
And what better than a car to embody the “SPIRIT OF AVANT-GARDE” signature? Visitors to the Geneva Motor Show will be invited to discover, for the first time worldwide, the new DS 5 – the brand’s flagship model – boasting DS brand identity features, such as the new front end, called DS Wings, and other new features that make DS what it is! With its avant-garde styling, dynamic performance, refinement, attention to detail, and cutting-edge technologies, the New DS 5 features all the attributes of current and forthcoming DS cars.
The DS 5 front end expresses status and personality consistent with the brand’s premium placing, with DS LED Vision headlamps and a verticalized grille sculpted with the central DS badge. The grille goes by the name of DS Wings, as a tribute to Citroën’s historic DS models.
In the cab, the driver’s “cockpit” is equipped with a latest-generation 7” touchscreen that provides access to a range of connected services. Right from launch, customers will be able to choose between five high-performance engines that combine power (up to 400 Nm of torque, depending on the engine) and energy efficiency (100 g/km or even 90 g/km of CO2, depending on the engine).
With these new features, alongside the classic DS virtues such as avant-garde design and refinement down to the tiniest detail, the New DS 5 rolls in as flagship of the DS brand.