DS Goes Even More Premium

Is it for DS a desire for emancipation from the mother turned Citroën cousin, or a strategy for brand differentiation?

After the DS4 last April, it is now the turn of the DS 3 model to adopt the new high-end finishes of DS. The brand’s objective is to offer more clarity, in order to highlight the premium characteristics of its models. We are indeed witnessing a global leveling up of the DS range.

Inspired by the Palace distinction awarded to the most luxurious five-star hotels, the name PALLAS immediately evokes the historical glory days of the old DS with the Pallas presented in 1964. Sixty years later, it makes a return with the same ambition, to embody a certain French know-how.

However, you can always find better than better, and a finish ETOILE caps the range. No sixth star on the agenda, just a very Parisian and symbolic reference to Place Charles-de-Gaulle, formerly known as Place de l’Étoile. In its center stands the Arc de Triomphe, at the top of the Champs-Élysées, and its cobblestones viewed from above create a star pattern. It can also be seen as a reference to the supreme title granted to ballet dancers of the Paris National Opera.

PALLAS and ÉTOILE each feature a specific badge, whose designs are inspired by decorative arts. PALLAS subtly combines the door of a grand Parisian palace and the historical axis of Paris (Arc de Triomphe du Carrousel, Obelisk of the Concorde, Arc de Triomphe, and Arche de la Défense), while ÉTOILE illustrates a wide luminous glow enhanced by the twelve avenues converging towards Place Charles-de-Gaulle.

The DS3 range covers the entire spectrum of engines with a 100 hp petrol, a 136 hp hybrid, a 130 hp Diesel, and the e-tense 100% electric version.

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