Citroen is expanding the DS line of upscale cars to take on Audi, Bmw

Article by Christian Andrei, on August 6, 2011

PSA/Peugeot-Citroen is widening its DS range of luxury vehicles to rival Volkswagen AG's Audi as well as BMW AG with its lower-priced French alternatives. For one, the company is ramping up production of DS4 compact.

It is also set to launch the DS5 midsized crossover by the end of 2011 after the success of the DS3 city car. Furthermore, the vehicle manufacturer brought back the 56-year-old DS name last year to boost the profit of the Citroen brand by manufacturing pricier vehicles with the same components and production facilities as its mass-market units.

The DS3, which was launched in March 2010 to rival BMW's Mini models, registered 110,000 deliveries in 16 months, outperforming its original production goal by almost 50 percent. The recently introduced DS4 goes up against the A3 of Audi.

Michel Garet, a Paris-based advertising consultant who traded his Audi A1 for the latest Citroen model in July, commented that for years, he was stuck to German cars until the DS4 won him over. He said that the steering “felt precise,” and the finish quality was “astonishing."

The technical advances such as the swiveling headlamps and hydraulic suspension, as well as the space-age curves of the original DS model, made it popular among the French elite after it was introduced in 1955, It also became a cult car in many other countries.

Owners of the model included the actress Brigitte Bardot, the French President Charles de Gaulle, and the cosmonaut Yuri Gagarin. PSA, which aims to recapture some of that cache, will not have an easy time outperforming German automakers at the luxury vehicle market.

Audi and BMW have broader product lineups, specialized sales networks and decades of experience for their upscale vehicles. When it comes to size categories that the first trio of DS vehicles covered, BMW and Audi currently offer around a dozen models, including coupes and convertibles.

Topics: citroen, audi, bmw

If you liked the article, share on:


Login or Create new account to add a comment!


Many have been excited with the impending arrival of the next-generation Jeep Wrangler and the new 2019 Jeep Grand Wagoneer, which is slated to be the brand’s new range-topping model....
by - October 21, 2016
Chevrolet has taken the wraps off its new Chevrolet Colorado ZH2 at the fall meeting of the Association of the United States Army (AUSA). Tagged as the most extreme fuel-cell-powered...
by - October 21, 2016
Honda has unveiled the fifth generation of its hot-selling SUV – the 2017 Honda CR-V. The latest iteration of the CR-V should help it maintain its benchmark status in the...
by - October 21, 2016
Many are already expecting BMW to launch an ultra luxurious SUV that will serve at its new flagship by late 2018. Larger than the X5 and X6, the new X7...
by - October 21, 2016
Most of you may have heard or already have one of those autonomous home appliances doing the house chores. Thus, it’s not anymore unusual to see a car going places...
by - October 20, 2016