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DS Automobiles: All Models, History & Specs | Spirit of Avant-Garde

DS Automobiles is the French luxury brand born from the spirit of the iconic Citroën DS. A fusion of avant-garde design, haute couture craftsmanship, and advanced technology, DS is a rolling showcase of Parisian 'savoir-faire.' From the jewel-like DS 7 to the stunning DS 4, discover the story of this modern challenger brand.

DS Automobiles: The Spirit of Avant-Garde

DS Automobiles is not just a luxury car brand; it is a statement of Parisian craftsmanship and avant-garde design. Born from the legacy of one of the most iconic cars in history, the 1955 Citroën DS, it was launched as a standalone premium brand from Citroën in 2015. Headquartered in Paris, France, DS Automobiles is the luxury arm of the Stellantis group, a challenger brand that aims to embody French luxury in the automotive world. Its philosophy is a blend of daring design, meticulous craftsmanship inspired by haute couture, and a focus on advanced, electrified technology.

The Genesis: Rebirth of a Goddess

The name "DS" is a legend. It is a homophone in French for "déesse," which means "goddess." The original Citroën DS was a technological and design marvel so far ahead of its time that it still looks futuristic today. In 2009, Citroën revived the name for a new line of premium, stylish models, starting with the Citroën DS3. This car was a massive success, a chic and customizable rival to the MINI that won rally championships and the hearts of style-conscious buyers. The success of the DS line gave the parent company the confidence to spin DS Automobiles off into its own distinct brand, with its own design language and philosophy.

Core Philosophy: "Savoir-faire" and Avant-Garde Design

The core philosophy of DS Automobiles is rooted in the French luxury goods industry. The brand's slogan is "Spirit of Avant-Garde," which is realized through two key principles:

  • Parisian "Savoir-faire" (Know-How): This is a deep commitment to craftsmanship and materials. The interiors of DS models are a showcase of unique and luxurious techniques, from the "pearl stitch" and "watchstrap" leather seats to the use of Guilloché patterned metalwork, a craft borrowed from the world of high-end watchmaking.
  • Avant-Garde Design and Technology: A DS is designed to be a bold and distinctive statement. This is evident in its jewel-like, swiveling LED headlights, its flush-fitting door handles, and its sharp, architectural body lines. This is paired with advanced technology, such as the DS Active Scan Suspension, a camera-based system that reads the road ahead and adjusts the suspension in real-time to provide a uniquely serene ride.

The Modern Portfolio: A Gallery of Automotive Art

The standalone DS lineup is a collection of stunning, design-focused vehicles that are redefining French luxury for a new era.

The DS 7: The SUV as Haute Couture

The DS 7 (formerly DS 7 Crossback) was the first vehicle designed from the ground up as a pure DS model. It is a masterpiece of the brand's philosophy, a premium SUV that blends a commanding presence with an exquisitely crafted interior. Its most famous feature is the DS PIXEL LED Vision 3.0 headlights, whose jewel-like modules swivel and dance to life when the car is unlocked—a true piece of automotive theatre.

The DS 9: The Flagship of Parisian Luxury

The DS 9 is the brand's flagship executive sedan, a long and elegant car designed to be a rolling sanctuary. It focuses on rear-seat comfort and a supremely quiet, refined ride, directly challenging the established German players with a unique and artful French alternative.

The DS 4: The Award-Winning Design Statement

The DS 4 is perhaps the most critically acclaimed model of the modern lineup. It is a stunning fusion of a premium hatchback and a crossover coupe, with sharp, aggressive lines that look like they belong on a concept car. The DS 4 has won numerous awards for its beautiful and futuristic design, proving the brand's avant-garde spirit is resonating with critics and buyers alike.

The DS 3: The Charismatic City Jewel

The DS 3 (formerly DS 3 Crossback) is the brand's chic and charismatic compact crossover. It is a jewel-like vehicle for the city, known for its unique styling details and a host of personalization options. The all-electric DS 3 E-TENSE version represents the stylish future of urban mobility.

DS Automobiles' Market Position and Future

As the premium French brand within the vast Stellantis group, DS has a clear and focused mission. It does not aim to be a high-volume seller, but a highly desirable and profitable luxury marque.

Target Audience and Competitive Landscape

The DS customer is a design-led individualist. They are a connoisseur of art, fashion, and culture, and they want a car that reflects their unique taste. They are looking for a vehicle that makes a bold, sophisticated statement and stands out from the more conservative offerings from Audi, BMW, and Mercedes-Benz. DS provides a compelling, artful alternative for those who dare to be different.

E-TENSE: A Commitment to Electrification

From its inception, DS has been deeply committed to electrification, drawing on the success of its two-time championship-winning Formula E team. The brand's electrified models are badged E-TENSE and are available as either high-performance plug-in hybrids or as 100% battery-electric vehicles. DS has pledged to be an all-electric brand, showcasing its commitment to a sustainable and high-performance future.

DS Automobiles Models

  • DS 9

    2020-Present

    The flagship of Parisian luxury. A sophisticated executive sedan that blends avant-garde design with an exceptionally refined, first-class interior. Featuring details like pearl stitching and a B.R.M chronograph, it's not just a car; it's a rolling fashion statement.

  • DS 7

    2017-Present

    The SUV as haute couture. The DS 7 is a masterpiece of French luxury and technology, from its jewel-like, swiveling LED headlights to its Active Scan Suspension that reads the road ahead. The embodiment of modern, comfortable grand touring.

  • DS 4

    2021-Present

    A stunning fusion of premium hatchback and crossover coupe. The DS 4 is an award-winning design statement, praised for its sharp, architectural lines, luxurious 'savoir-faire' interior, and advanced technology. The art of the compact car.

  • DS 3

    2018-Present

    The chic and charismatic compact crossover for the city. The DS 3 is a jewel of Parisian design, offering a host of personalization options, distinctive flush-fitting door handles, and a sophisticated, fashion-forward character. Now available as a 100% electric model.

  • Citroën DS (The Original)

    1955-1975

    The Goddess. The car that inspired the brand. A revolutionary masterpiece of avant-garde design and technology with its self-leveling hydropneumatic suspension. It's not just a car; it's a 20th-century icon and the soul of the DS spirit.

  • Citroën DS3

    2009-2016

    The car that launched the modern DS legend. The original DS3 was a hugely popular and customizable premium supermini, a giant-killing rally champion, and a direct rival to the MINI. A true icon of playful, Parisian chic that started the sub-brand.

  • DS E-TENSE PERFORMANCE

    2022 (Concept)

    A 100% electric, high-performance laboratory. The E-TENSE PERFORMANCE is a stunning concept car derived from Formula E, a carbon-fiber beast that showcases the future of DS performance and technology. A rolling vision of the electric future.

Frequently Asked Questions

What is DS Automobiles? Is it the same as Citroën?
DS Automobiles is a standalone French luxury brand that was born from Citroën. It was originally a premium sub-brand, but due to its success, it was spun off in 2015 to be a distinct, avant-garde marque within the Stellantis group. It is named after the legendary 1955 Citroën DS and aims to embody French luxury in the automotive world, separate from the more mainstream Citroën brand.
What is the DS brand known for?
DS Automobiles is known for its avant-garde, fashion-inspired design and its focus on Parisian "savoir-faire" (craftsmanship). The interiors are a showcase of luxury techniques, like "watchstrap" leather and pearl stitching, often found in high-end fashion. The exteriors are famous for their jewel-like, swiveling LED headlights and bold, architectural styling. It is a brand that prioritizes art and design.
What does 'E-TENSE' mean on a DS car?
E-TENSE is the designation for all of DS Automobiles' electrified models. It signifies that the vehicle uses either a high-performance plug-in hybrid powertrain or is a 100% battery-electric vehicle. The E-TENSE technology is heavily influenced by the brand's success in the Formula E electric racing championship, blending performance with sustainability.
What are the main models for DS Automobiles?
The DS lineup is a collection of stylish, premium vehicles. The flagship SUV is the luxurious DS 7, known for its comfortable ride. The DS 9 is the brand's elegant executive sedan. The award-winning DS 4 is a stunning fusion of a hatchback and a crossover coupe, and the DS 3 is the brand's chic and charismatic compact crossover for the city.
Are DS Automobiles sold in the USA?
No, DS Automobiles are not currently sold in the United States. The brand's primary focus is on the European and Chinese luxury markets. As a premium brand within the Stellantis group (which owns Chrysler, Dodge, Jeep, and Ram), it has a global platform, but there have been no official announcements about bringing the DS brand to North America.