Citroen to re-launch DS as a new brand

Citroen to re-launch DS as a new brand View Gallery
The Citroen DS range.

Dublin is one of five European cities that will open a new ‘DS’ store in coming years. What’s it all about, asks Paul Healy

A change, it is a coming! The planets have aligned and the PSA Group (Peugeot and Citroen to you and I), a long time two-pronged fork in a world of multiple prongs, is to add another tine to its cutlery. We are of course referring to the decision to spin off the successful DS line from its Citroen parent company, giving the French car giant a premium brand with which to take on the powerful German trio of Audi, BMW and Mercedes-Benz.

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