The DS brand could return to Citroën's control
- The first DS models of the 21st century were launched under the Citroën brand in 2009. At the time, it was a separate range within the carmaker's range (then a subsidiary of the PSA group) which drew its inspiration from the legendary Citroën DS of 1955, famous for its futuristic style and technical innovations.
- In 2012, the Citroën DS range comprised three different models: the DS3 (B segment), the DS4 (C segment), and the DS5 (D segment).
To differentiate the Citroën and Peugeot brands and position them in distinct markets, thus avoiding cannibalization between the two, PSA's strategy was to specialize Citroën more in the entry-level segment. It then became necessary to separate DS from Citroën in 2014. Thus, a premium brand was created within the PSA Group in 2014, named DS Automobiles, positionned to compete with German premium carmakers Audi, BMW, and Mercedes. DS Automobiles is positioned as a French luxury brand, combining bold design, advanced technology, and refinement.
To differentiate the Citroën and Peugeot brands and position them in distinct markets, thus avoiding cannibalization between the two, PSA's strategy was to specialize Citroën more in the entry-level segment. It then became necessary to separate DS from Citroën in 2014. Thus, a premium brand was created within the PSA Group in 2014, named DS Automobiles, positionned to compete with German premium carmakers Audi, BMW, and Mercedes. DS Automobiles is positioned as a French luxury brand, combining bold design, advanced technology, and refinement.
- Four new models were launched: the DS7 (C segment) in 2017, the DS3 (B segment) in 2019, the DS4 (C segment) and the DS9 (D segment) in 2021. These models failed to gain traction, totaling 80,000 sales in 2019, 60,000 in 2022, 50,000 in 2024 and 40,000 in 2025, compared to over 130,000 in 2012. Even though the DS N°8 (D segment) was launched in 2025, replacing the short-lived DS9 (D segment), the brand has had to contend since the creation of the Stellantis group in 2021 with two premium brands integrated within this group, Lancia and Alfa Romeo, which compete in the same market segment. Stellantis is therefore considering a return of DS under Citroën's ownership, a move that proves delicate due to Citroën's new positioning. The DS3 and DS4 might not be replaced as their sales potential is deemed too low. The brand would then focus on premium models such as the DS N°7 (planned for 2026) and DS N°8.