Ds Automobiles

A brief history about ds automobiles: DS Automobiles is a French premium car brand born from the visionary design heritage of Citroën. Officially introduced in 2009, the DS name was initially used to identify a new line of upscale Citroën models that celebrated innovation, craftsmanship, and avant-garde design. In 2014, DS became a standalone brand within the Groupe PSA, headquartered in Paris, marking the beginning of a new era for French automotive luxury. The letters “DS” stand for Different Spirit or Distinctive Series, a name that not only reflects the brand’s independent identity but also plays on the French word déesse, meaning “goddess,” evoking elegance and sophistication.

The origins of DS trace back to the 1955 Citroën DS, a revolutionary model that transformed automotive design with its futuristic aesthetics, hydropneumatic suspension, and aerodynamic bodywork. This legendary car set a standard for innovation and became a symbol of French engineering excellence. When Citroën revived the DS name decades later, the goal was to capture that same spirit of boldness and refinement while adapting it to the needs of modern drivers.

From its earliest models, such as the DS3, DS4, and DS5, the brand quickly distinguished itself through expressive styling, premium interiors, and meticulous attention to detail. The DS3, in particular, became an icon in Europe for its chic Parisian character and compact dynamism, earning design awards and capturing the attention of younger luxury buyers. By 2015, the DS line officially separated from Citroën worldwide, solidifying its identity as France’s answer to German premium automakers.

In recent years, DS Automobiles has focused heavily on electrification and sustainable innovation. The introduction of the DS 7 Crossback in 2017 marked the brand’s first major SUV and showcased advanced technology such as active suspension, night vision, and plug-in hybrid options. This was followed by the DS 3 Crossback E-Tense, a fully electric compact SUV that became one of the first luxury EVs in its segment. The brand’s commitment to electrification aligns with its goal to offer a fully electric lineup by 2030, positioning DS as a pioneer of eco-luxury mobility.

Beyond its road cars, DS has made a strong impact in motorsport, especially in the Formula E Championship. Competing as DS Penske, the brand has achieved multiple Drivers’ and Teams’ World Championships, demonstrating its technical excellence and leadership in electric performance. The engineering expertise gained on the track directly influences the development of its electric road cars, reinforcing DS’s image as both a stylish and technologically advanced marque.

DS Automobiles has also made notable appearances in cinema and fashion, where its design language continues to symbolize French elegance. The DS 7 Crossback gained international attention as the official car used by French President Emmanuel Macron during his 2017 inauguration, reinforcing the brand’s association with prestige and national pride. DS vehicles have also appeared in European films and television series as representations of modern French luxury.

In 2024, the brand introduced the DS 9 E-Tense, a flagship plug-in hybrid sedan combining refined craftsmanship with electrified performance. It received praise for its minimalist interior design, advanced comfort systems, and cutting-edge connectivity. The DS 9, along with the updated DS 7 and the new-generation DS 3, showcases the brand’s evolution toward a more mature and globally recognized identity.

Today, DS Automobiles stands as a symbol of avant-garde French luxury, blending artistic design, innovation, and sustainability. Every model embodies the brand’s philosophy of refinement and individuality, merging haute couture aesthetics with advanced technology. In an automotive world often dominated by conformity, DS continues to distinguish itself as a celebration of creativity and modern French excellence.