DS Automobiles adds a new Performance Trim level across all models, to give them a more sporty aura.

DS Performance, synonymous with the FIA Formula E Championship, is the creative force behind a new trim level – ‘DS Performance Line’ that will be available across the DS Automobiles range from October. Officially revealed for the first time today, the DS Performance Line combines the spirit of the GT with refinement and the latest DS brand technologies.

For DS Automobiles, the last year has been all about performance. DS Virgin Racing reached the podium in its first Formula E season by winning the Buenos Aires E-prix and repeatedly finishing in the points or starting at the front of the grid throughout the 2015/2016 campaign. 

DS E-TENSE was revealed at the Geneva Motor Show as a unique, high-performance electric car showcasing future DS technology and styling, and New DS 3 Performance and New DS 3 Cabrio Performance were recently launched as two models proudly expressing their dynamic credentials.

Now, with the introduction of the DS Performance Line, the brand’s engineers and designers – along with the DS Performance motor sport division – have utilised their know-how to create this new offering.

"The ‘DS Performance Line’ offers all the fundamental ingredients of a Grand Tourer, namely style and driving pleasure," said Éric Apode, DS Automobiles’ Vice President for Products and Business Development.

PERFORMANCE APPARENT FROM THE VERY FIRST GLANCE

Be it a New DS 3, New DS 3 Cabrio, New DS 4 or DS 5, a Performance Line model is instantly recognisable.  Each body style is specified with a contrasting black roof, combined with a specific palette of body colours (seven for New DS 3, six for New DS 4, and five for DS 5). The new large gloss black alloy wheels feature the DS logo set against a Carmine Red background on the centre caps to add exclusivity to all DS Performance Line models.

The signature colours of DS Performance (Carmine Red, White and Gold) are seen on key components of the vehicle, such as the door mirrors and the rear spoiler. In addition, the front doors and bonnet are adorned with special new ‘DS Performance Line’ badges.

REFINEMENT AND ATTENTION TO DETAIL TO COMPLIMENT THE DYNAMIC STYLE

Refinement and attention to detail are two fundamental values for DS Automobiles. The DS Performance Line pays tribute to these brand values with a number of specific features including a new style of upholstery with black Dinamica cloth, or a choice of two grades of leather trim. 

The overstitching on the seats reflects the colours of DS Performance. The special stitching also adorns the door panels, the gear lever gaiter and the leather steering wheel.In addition, the front seats are embroidered with a ‘DS Performance Line’ emblem.

The quality of the leather, and the other materials used, enhances the refinement of each interior. A choice of either grained or Nappa leather is available across the entire range. 

There is metallic detailing within the cabin, including chrome inserts on the steering wheel and door sill protectors to further enhance the meticulous style of the interior. Finally, New DS 3, New DS 4 and DS 5 offer LED lighting to illuminate the cabin.

On the outside, the DS grille is accentuated by the DS LED Vision light signature – a technology that takes distinction to a new level.

FROM ENGINES TO CONNECTIVITY: THE MOST EFFICIENT TECHNOLOGIES

The DS Performance Line features a broad range of efficient engines with outstanding torque, ultra-low CO₂emissions and fuel consumption. All these engines feature Stop & Start technology.

The Performance Line also features the DS brand’s latest technological developments including a 7-inch touchscreen, Satellite Navigation, Mirror Screen (MirrorLink® and Apple CarPlay™), and DS connected services via the DS Connect Box.

With its dynamic look, the DS Performance Line is dedicated to drivers seeking GT-inspired styling, combined with a choice of refined and efficient engines.

The DS Performance Line will go ‘on sale’ in the UK on 1 October, 2016.

DS PERFORMANCE LINE	BODY COLOURS	ENGINES & TRANSMISSIONS
New DS 3 & DS 3 Cabrio	Shark Grey, Polar White, Arctic Steel, Perla Nera Black, Pearl White, Sport Yellow, Ruby Red	PureTech 110 S&S manual or EAT6, PureTech 130 S&S 6-speed manual, BlueHDi 100 S&S manual, BlueHDi 120 S&S 6-speed manual (not available on DS 3 Cabrio)
New DS 4	Platinum Grey, Cumulus Grey, Perla Nera Black, Polar White, Pearl White, Ultimate Red	PureTech 130 S&S 6-speed manual, THP 165 S&S EAT6, THP 210 S&S 6-speed manual, BlueHDi 120 S&S 6-speed manual or EAT6, BlueHDi 150 S&S 6-speed manual, BlueHDi 180 S&S EAT6
DS 5	Platinum Grey, Cumulus Grey, Perla Nera Black, Pearl White, Hurricane Grey	THP 165 S&S EAT6, THP 210 S&S 6-speed manual, BlueHDi 150 S&S 6-speed manual, BlueHDi 180 S&S EAT6

1955-2015: DS celebrates it's 60th Anniversary at Retromobile.

In its first year as a brand in its own right, DS will be at the 40th Rétromobile show in Paris next week, celebrating the 60th anniversary of the original 1955 DS. From 4 to 8 February 2015, car lovers can enjoy a stroll around the DS area at the Parisian Porte de Versailles Exhibition Centre for an enthralling look back at the legendary DS. The DS exhibition, organised with support from the Amicales Citroën* associations along with DS and SM** enthusiasts' clubs, will include five prestige period models, plus one of the latest arrivals for the DS brand, DS 3 Cabrio, in Ultra Prestige form.

The Rétromobile show in Paris is a major international fixture on the vintage car calendar. The event celebrates its 40^th anniversary as the original DS marks 60 years since its début appearance at the 1955 Paris Motor Show.

In its first year as a brand in its own right, DS has an area at the Porte de Versailles Exhibition Centre, providing an enthralling look back at the legend that is DS. The DS exhibition, organised with invaluable support from Citroën enthusiasts' clubs, will feature five period models plus one of the latest arrivals in the DS brand line-up, DS 3 Cabrio Ultra Prestige.

The period cars on show will provide visitors with an insight into the exceptional heritage that inspires today's DS brand in its quest to offer customers the very best in design, technology, comfort, driving experience, quality materials and outstanding attention to detail.

The stars of the show are:

• DS 19 from 1959, in its original configuration, with a grey-rosé body, aubergine roof, and royal blue interior. This model, adapted for export to Germany, features an engine temperature gauge on the dashboard plus an FM/LW radio. The three-main-bearing engine is coupled with a four-speed gearbox with hydraulic control.
• DS 21 Cabriolet from 1968, with a hydraulic-control gearbox. The superb finish on this exceptionally elegant model extends to red leather upholstery, contrasting with the Carrare white body.
• DS 20 Pallas from 1973, a top-end luxury model featuring tobacco leather upholstery, beige Tholonet bodywork, tinted windows and even a sunroof. The 1985 cm³  engine is mated to a hydraulically controlled four-speed synchromesh gearbox.
• SM Coupé from 1971, previously owned by King Hassan II of Morocco. This model features metallic beige paintwork, special registration plates, natural leather upholstery, air conditioning, a Continental Edison Hi-Fi radio specific to this model, tinted windows and fog lamps. The engine is a Maserati V6.
• SM Coupé from 1972, a model with a Scarabée brown body and light brown upholstery. In addition to the self-levelling hydraulic suspension, similar to that on the DS, this car also boasts Citroën's innovative DIRAVI ‘power-assisted return’ steering, for exceptional driveability.

Alongside these iconic cars, visitors will also be able to admire the DS 3 Cabrio Ultra Prestige on the show stand.

Rétromobile opens to the public on Wednesday 4 February 2015, with the DS showroom in Hall 1.

*The Amicales Citroën organisations comprise L’Amicale des Clubs Citroën France and L’Amicale Citroën Internationale, associations whose mission is to coordinate the operations of enthusiasts' clubs with the Citroën and DS brands.

**The clubs contributing to Rétromobile 2015 are: DS ID Club de France, Idéale DS France, DS Club Révolution 55, Le Monde de la DS, SM Club de France, Euro SM Club, and Club automobile André Citroën.

DS brand loses sales in first half, but bouyed by massive increases in China.

Vehicle sales at Citroen’s upscale DS line, which became a stand-alone brand on June 1, fell during the first half, hit by an aging product lineup and tougher competition from refreshed rivals such as Mini.

DS global sales fell 10 percent to 63,789 through June. The biggest decline was in Europe, where volume dropped 21 percent to 50,056 units. A bright spot was China where first-half DS sales were 10,482 units compared with 957 during the prior-year period.

PSA/Peugeot-Citroen launched the DS line in 2010 to help the automaker boost earnings by attracting customers willing to spend more money for high-spec models.

The brand has expanded from the initial DS 3 and DS 3 Cabrio subcompacts to offer the DS 4, DS 5 and DS 5LS compacts.

The next addition will be the China-only 6WR SUV, which was unveiled at the Beijing auto show in April.

Expanding DS sales is a crucial part of PSA CEO Carlos Tavares' Back to the Race turnaround plan for the automaker. He named PSA's former director of group strategy, Yves Bonnefont, to the newly created position of CEO of DS in June. Bonnefont is tasked with elevating DS from a tiny-but-successful division of Citroen to a global powerhouse.

Tough market

Citroen said first-half DS sales in Europe were hit by a contracting market in the segment where the brand competes, especially in France.

"DS is moving forward with the launch of a new front light signature for DS 3 and DS 3 Cabrio, new limited editions, new engines and its first SUV for China in September," Citroen said in a July 21 statement.

IHS Automotive analyst Ian Fletcher said Tavares’ anti-discount strategy and an aging lineup likely hurt DS sales. "The lynchpin DS 3 is five years old now and is a very familiar sight," Fletcher said. "It is facing vehicles that are benefiting from updates, such as the refreshed Mini, or are being heavily pushed by rivals, such as the new version of the Fiat 500."

The DS 3 launched the DS line but is now aging.

Analysts expect the appointment of Bonnefont as CEO of DS to bring benefits.

"The new CEO could help if he understands that the success of DS will come if the premium mentality is applied on DS," said Jamel Taganza from analyst firm Inovev. “It means, in addition to becoming a stand-alone brand, that DS must also have an independent technical center, for example."

IHS Automotive’s Fletcher agreed that making DS a stand-alone brand was a good move. "The launch of the DS nameplate under Citroen enabled PSA to dip a toe in to the premium sector, but ultimately they were still Citroen products directed by requirements of that brand," Fletcher said. "By spinning DS off and appointing its own CEO, PSA gives it a greater singularity of concept in the pursuit of a widening its customer base in the premium sector."

PSA expects China to be a major market for DS, helped by ever-increasing demand for premium Western products. PSA opened a joint venture plant with Changan Auto in Shenzhen, China, in September to build the DS 5. Inovev forecasts that the factory's annual production will rise to 200,000 units by 2017 from 50,000 in 2014 and 100,000 in 2015.

Bruce Gain