A new era. CITROËN reinvents.

At 90 years old, Citroën is opening a new page in its history, with a new visual identity, new customer relations and a new line of products.

Citroën is presenting its new brand dynamic today, 5 February 2009, simultaneously in 34 countries. The presentation takes the original form of a film, shown on the birthday of its founder, André Citroën.

In a difficult economic context, and in a period of changing automotive uses and new relationships between customers and brands, Citroën is taking action and reinventing itself.

The Marque aims to pursue the dynamic generated by the success of its products launched over the past ten years, enhancing the value of the Citroën brand to strengthen and support the range.

Citroën today begins a global brand project that encompasses a new visual identity, a new relationship with its customers and a new line of automotive products.


Citroën is today launching a new line of products to round out its current range. The new line will consist of three new cars, positioned in the B, M1 and M2 segments, launched successively from 2010.
The first illustration of this new product line is the DS INSIDE concept car.
The concept car and vehicle line are characterised by forthright choices on styling, onroad performance and use. These choices naturally imply an increase in price, but this will remain reasonable.
These are accessible objects of desire, cars that stand apart by their creativity, intelligent design and build quality, embodying the very best of Citroën. The new product line will buoy Citroën’s new spirit of “Créative Technologie”.
The new line will also have a new naming system. Like the main range vehicles, which carry the letter C and a number, and, like the MPVs, which sport the Picasso signature, the new models will feature a special name: the DS line.
DS stood and continues to stand for a new approach to automobiles and the future.
The Marque is drawing on its DNA to strengthen the positioning of its new product line, baptising these three distinctive vehicles DS 3, DS 4 and DS 5.


The genesis of a car designed to surprise and enthral

Citroën is reinventing itself. The Marque is transforming its image to place the emphasis on its creativity and ability to innovate. This process is illustrated by a new visual identity, a restyled logo, an evocative new slogan “Créative Technologie”, and new customer relations. At the same time, Citroën is announcing the launch of a new and distinctive line of products, the DS line, heralded by the concept car DS INSIDE.

The key characteristics of the DS line are: creativity, strong and emotional styling, quality in presentation and finish, driving sensations and functional qualities.

This concept car heralds DS3, the first vehicle in the new line of products, scheduled for launch in 2010.

“DS INSIDE is a compact, elegant and refined3-door vehicle. Its flowing, sculpted lines convey an impression of smooth, dynamic performance. Every detail of the car reflects this approach to design: flowing design lines with an unexpected touch, like the shark fin that symbolises  DS INSIDE.” Mark Lloyd, Range Manager, Citroën Styling.

Another attractive feature of DS INSIDE is its strong personality. The concept exists in two forms. An alluring version with dark brown bodywork and a metal-flecked roof. And a more non-conformist version of dandy elegance, featuring an eye-catching mix of colours: deep pearl grey with a mirror effect and bright glossy pink. This second bold version is presented for the first time at the 2009 Geneva Motor Show. 


New product strategies to reinvent the brand

DS INSIDE reflects the new product strategies put in place by the Citroën brand.

The first aim, initiated some years ago, is to continue renewing the vehicles at the core of the range, driving progress forward in all areas. In the same way as for the new C5, for example, a new C3 will one day replace the existing C3 and restate the same ambitions…

The second aim is to satisfy two customer requirements that may be seen as both complementary and conflicting:

  • Develop vehicles better suited to the needs of these customers, who want cars that are more economical and – above all – more intelligent. The recently launched C3 Picasso is part of this approach, and C-Cactus is a vehicle for the future that takes the process one step further: pragmatism without sacrificing pleasure.
  • Develop cars that play on pleasure and appeal. “These customers are looking for original products with character, products that say something about their owners. Products that deliver a new automotive experience. These customers want prestige, thrills and sophistication. They want all that but without copying the hidebound cues of conventional executive vehicles. And even if they can afford it, they are not ready to pay excessively high prices for specialist vehicles.” Vincent Besson, Citroën Director of Products and Markets.

Customers are looking for cars that deliver more sheer enjoyment, in terms of both styling and driving sensations, cars that are more sophisticated but that also meet day-to-day requirements with appropriate functional qualities and a reasonable price tag. Citroën’s response: the new distinctive DS line and the concept car DS INSIDE, embodying a bold and innovative approach by the Marque.

An evocative name: DS, Different Spirit

The new line of products had to have an evocative name that would immediately be associated with Citroën. Logically, the brand turned to its heritage.

Looking beyond its huge renown, the DS name embodies the impudence of a truly French car, bold and non-conformist. In the way that  it expresses design and sensuality, distinction and status, difference and sense, daring and savoir-faire, the DS is compliant with Citroën’s identity: a Different Spirit.

The DS name symbolises innovation and success, styling and technology. It is a powerful component of Citroën’s heritage. DS expresses a new approach to cars and a new way of looking at the future. A future inspired by a unique genetic code, passing on the genes of innovation and distinctive design. DS INSIDE is the Citroën experience viewed from the inside.

The future line of products will receive this specific name, together with a number indicating the size of the vehicle: DS3, DS4 and DS5.


Distinctive body style

The concept car DS INSIDE is an object of pleasure and appeal with styling that reflects creativity and emotion. The eye-catching lines suggest new driving sensations, generous space and comfort, and the highest standards of quality and finish. These design choices will be visible and applied across the entire new distinctive product line.

“This product line is all about desire, from beginning to end. The products sacrifice nothing in terms of driving sensations and enjoyment. And they make an attractive alternative to the increasingly unaffordable Premium products of the competition.”  Olivier Henry, Head of New Product Positioning, Citroën.

An object of attraction, elegant and sensual, flowing, refined and dynamic, DS INSIDE is as if sculpted from a single piece, a car of smooth, full contours. The eye of the enthralled onlooker slides along the bodywork. The strong sleek sides reveal a body style that is both spirited and sculptural, with emotion lying just beneath the surface.

The colour of the floating roof contrasts with that of the bodywork. Amidst this apparent tranquillity, a shark’s fin appears to emerge from the waistline. At the front, on either side of the impressive chrome-plated grille, LEDs light up the shark’s captivating gaze.

Sophistication and flowing design lines. Appeal and attraction. The genesis of a car designed to surprise and enthral. 

A strong personality 

The concept car DS INSIDE surprises onlookers with its personality and its ability to adapt to all needs and all lifestyles. Like a chameleon, DS INSIDE can change its appearance. 

DS INSIDE, dandy elegance

Elegant and provocative, spirited and non-conformist. These are just a few of the words that we could use to describe the DS INSIDE concept car on show in Geneva. The mirror-effect bodywork in deep pearl grey and the bright glossy pink of the roof and rearview mirror housings makes a bold statement and adds the last – essential – touch of sophistication.

The fine flecks in the livery of this top model resemble the sheen of a precious pearl, while the contrasting colours express optimism and greedy vitality.

Every detail of DS INSIDE is designed to charm. The gleaming chrome trim of the headlamps, side blades and chevrons highlights the dynamic and natural elegance of the body style. The colour-keyed 18-inch light alloy wheels, with their chrome trim and flecking reflect the detailed thought that went into DS INSIDE.

This version of DS INSIDE – dandy elegance – expresses non-conformism and unfailing charm. 

DS INSIDE, sheer appeal

The concept car DS INSIDE was first unveiled in this version, which is as sophisticated, elegant and voluptuous as a creation by a top fashion designer. This version boasts rich brown bodywork and a metal-flecked roof.

The deep, mysterious pearlescent bodywork conceals flashes of light and reflections, just as a perfume bottle conceals a dense and precious fragrance. The warmth of the bodywork and the coldness of the metallic paint gives the roof a floating effect.

DS INSIDE has all the qualities of a refined and sensual object. Extreme care was put into each carefully crafted detail of the bodywork. The contrast and shine of the chrome-plated trim parts underline the dynamic body style. A play of light that is repeated to infinity with the three-dimensional style of the chevrons, headlamps, side blades and rearview mirror housings. This attention to detail can also be seen in the colour-keyed headlamp trim and in the diodes and chrome surrounds of the rear lights.

This version of DS INSIDE   –  sheer appeal – is  a precious pearl, a jewel whose brilliance is suggested by its chrome-plated diamante wheels.