First DS store opens in Ireland

First DS store opens in Ireland

The Citroën-linked brand is being relaunched on the Irish market. Will it succeed?

The InterContinental Hotel in Ballsbridge in Dublin 4 may not be the most conveniently placed location to host a new car-driving event, but it fits in perfectly with the high-end luxury image DS wishes to portray. The brand is being relaunched in Ireland, and the five-star location hints at its aspirations.

For those that aren’t familiar with DS, it’s the premium division of the PSA Group, previously a sub-brand of Citroën inspired by the fabulous Citroën...

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