DS models to lose Citroen badging

Thu, 18 Sep 2014

The Citroën Divine DS Concept won't be the only model in the newly separated DS sub-brand to ditch its Chevrons. In fact, the entire DS line will go without the iconic badge, according to PSA Chairman Carlos Tavares.

The goal, Tavares told Autocar, was to continue to distance the DS line from the main Citroën brand and in turn, craft the group's offerings into premium challengers for Audi.

"From 2015 DS will be disconnected from Citroen. We don't need to have separate platforms, or even separate dealers, but we will have separate manufacturing and engineering standards," Tavares told Autocar. "DS can be an Audi rival by 2020. The products in the pipeline are extremely exciting but we are not just going into premium as we're not going to be fighting the Germans with the same weapons."

"We want to convey a French sophistication, trendiness and the French way of life. The Germans can't do this and we'll see some concept cars that will back this up," Tavares added.

Meanwhile, the styling of the Divine DS, which we'll be seeing in person at next month's Paris Motor Show, shows the way ahead for that sophistication and trendiness. Look for more on Citroën and the Divine DS in early October.

By Brandon Turkus