New DS Range to Come from Citroen

While most thing of spectacularly successful gaming console when the word "DS" comes to mind, some (espessially car enthusiasts) also think of another amazing product, the Citroen DS. Sources say Citroen is set to revive the DS moniker on a new lineup of upscale vehicles to kickoff alongside the French brand's 90th anniversary global rebranding campaign. Oh and P.S; DS was a car before it was a gaming console.

The Citroen DS was a radical product, far ahead of it's time, produced between 1955 and 1976. Around 1.5 million units of the car were produced in that period. It brought many innovations to market, like the first production vehicle with front disc brakes.

In bringing back the nameplate, Citroen hopes to draw on the goodwill inherent in the storied name with three  new upscale models.

They include the small segment DS3, lower-medium DS4 and upper-medium DS5. They are slated to be positioned above Citroen's core C3, C4 and C5 models. This should help increase profit margins for the company.

What isn't clear is the extent of this new model range, whether it will be simply be a rebadging of existing models, like a higher trim level with some more fancy technology, or an all-new range of vehicles.

It will be a tall order to truly match up to the incredible heritage of the DS brand name, and I somehow have doubts Citroen will be able to do so. We'll see if I can be proved wrong in the coming month. Citroen is set to release details on the DS line as well as the rebranding campaign on February 5th. After that comes release of a DS3 concept vehicle at the Geneva show in March.