DS will be present at the 2015 International Geneva Motor Show for the first time as a brand in its own right. A significant event that heralds the start of a new era, as DS reveals, for the first time worldwide, its new logo, its ‘SPIRIT OF AVANT-GARDE’ brand signature and New DS 5. On the DS stand (Hall 6), between 5 & 15 March 2015, visitors will be able to discover the Divine DS concept car and two show cars: DS 5 Moon Dust and a 2015 model of the DS 21 Pallas. The Geneva Motor Show is an ideal opportunity for the new premium brand to reassert its grand ambition, to achieve a true upmarket comeback for the French automotive industry.

Today, DS is unveiling its new logo, its brand signature, its latest creations and its offer of connected services. DS is entering a new era of the spirit of avant-garde!


Just like the 1955 DS, the new DS brand – officially created in June 2014 – was born in Paris. Today, the brand is revealing its new logo, comprising the DS monogram sitting above the name ‘DS AUTOMOBILES’. The French language was deliberately chosen to recall the brand’s French roots and to reflect the DS brand’s high-end positioning that rests on its best-in-class automotive know-how. DS has also chosen the International Geneva Motor Show to unveil its ‘SPIRIT OF AVANT-GARDE’ brand signature. This signature, written in English, expresses the international ambitions of the brand.

The new signature reflects the philosophy that guides the DS brand towards an offer of remarkably stylish and resolutely technological cars that are exceptionally refined down to the smallest detail, with a remarkably comfortable ride. ‘SPIRIT OF AVANT-GARDE’ also reflects a specific attitude of mind and is an invitation to all those who share this same optimistic vision and spirit of avant-garde.


What better than a new car to embody the ‘SPIRIT OF AVANT-GARDE’ signature? Visitors to the Geneva Motor Show will be invited to discover, for the first time worldwide, the New DS 5 – the brand’s flagship model – boasting DS brand identity features, such as the new front end with ‘DS Wings’ and many other new features that make DS what it is. With its avant-garde styling, dynamic performance, refinement, attention to detail and cutting-edge technologies, New DS 5 features all the attributes of current and forthcoming DS cars.

The DS 5 front end expresses status and personality consistent with the brand’s premium positioning, with DS LED Vision headlights and a vertical grille sculpted with the central DS badge. The grille design goes by the name of ‘DS Wings’, as a tribute to Citroën’s historic DS models.

Inside, the driver’s ‘cockpit’ is equipped with a latest-generation 7-inch touchscreen that provides access to a range of connected services. From launch, customers will be able to choose between five high-performance engines that combine power (up to 400Nm of torque, depending on the engine) and energy efficiency (100g/km or even 90g/km of CO2, depending on the engine).

With these new features, alongside the classic DS virtues of avant-gardedesign and refinement down to the tiniest detail, New DS 5 is being unveiled today as the flagship of the DS brand.

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The new DS 5 Moon Dust’s radiator grille looks spectacular set against the ‘textured’ matt grey aviation-style bodywork and special-finish chrome trim. The front-end chrome touches are exceptionally bright, contrasting with other selected components finished in ‘dark chrome’.

To add to the appeal, the hexagonal ‘DS Wings’ radiator grille boasts a unique, sculptured and graphical design that highlights the DS monogram. Its elegant outline extends into the DS LED Vision headlights.

The DS 5 Moon Dust also features an ultra-refined interior, inviting the occupants into a world that reflects the DS brand’s world-class automotive know-how. The upholstery was created using traditional leatherwork techniques, with only the finest materials used – including waxed brown leather with ‘watchstrap’ stitching, door panels in pleated silk and trim in solid Macasser ebony.

The DS 5 Moon Dust is powered by a diesel hybrid engine.

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The 2015 model DS 21 Pallas show car is a tribute to the history of the 1955 DS. This iconic car, which celebrates its 60th anniversary this year, is the heritage from which the DS brand draws its inspiration today. The staff at the DS Style Centre ‘revisited’ a DS 21 Pallas with the idea of bringing our heritage and the present together in one car. The model on show in Geneva is finished in Ink Blue – the launch colour of New DS 5 – and features the same semi-aniline leather found in the top-end versions of today’s DS models.



A vision of the DS brand’s future is also on show in Geneva, in the form of Divine DS. This concept car, which was unveiled at the 2014 Paris Motor Show, is a concentrate of the brand’s DNA and represents its future. Designed and created in Paris, this stylistic statement is a combination of refinement and technology. Note the compact four-door outline, which is sleek and powerful, and the distinctive graphic signatures. The bold finish of the interior is utterly unique. The advanced technology of Divine DS includes laser headlights, slats on the rear window that can be raised to optimise streamlining, rear-view cameras and a predominantly digital cockpit.

Divine DS inaugurates the brand’s ‘Hyper-typage’ design philosophy that offers three interchangeable interior ambiences, each with their own bold and unique personality: ‘Parisianne Chic’, ‘Mâle’ and ‘Fatale Punk’.


Because DS cars are advanced-technology cars through and through, they offer the best in intuitive, customer-oriented connected services with:

  • A new touchscreen that will feature in all DS models in the first half of 2015. The touchscreen interface in New DS 5 is compatible with the new Mirror Screen system, which offers access to compatible smartphone applications without using the telephone itself.
  • The DS Connect Box is an innovative connected services package developed to meet customer expectations in terms of safety, time-efficiency and well-being. The services operate via a unit in the vehicle. Four services are available:
    • SOS & Assistance pack: automatic emergency call or direct contact with an emergency service platform, by pressing the SOS button.
    • Monitoring pack: virtual servicing log (automatic mileage monitoring and service reminders) and advice on eco-driving, based on the technical information sent from the car.
    • Mapping pack: vehicle location (for example, parked car location) and e-mail messages when entering or leaving a geographical zone (for example, to inform friends and family that you are about to arrive at your destination).
    • Tracking pack: in the event of theft, the geographical position of the car is sent to the police.
  • The new MyDS mobile application, compatible with iOS/Android smartphones, offers a panoply of functions including parked car location, pedestrian navigation to final destination, servicing reminders and access to documentation. The aim is to provide assistance throughout the customer’s journey, along with other innovative, intuitive services, plus full information on the car and on customer-specific DS offers.

To discover the latest news about DS at the Geneva Motor Show, visit the DS stand in Hall 6 (Stand 6221).


The DS brand

A French brand born in Paris, DS was officially founded on 1 June 2014. Its stated ambition is to revive the tradition of premium vehicles in the French automotive industry. Drawing on the very best of French know-how, DS perpetuates the values of innovation and distinction inherited from the first DS, launched in 1955. Designed for customers looking for a means to express themselves as individuals, the DS range now comprises DS 3, DS 3 Cabrio, DS 4, DS 5, DS 5LS* and DS 6*. The DS range combines exceptional styling, sensations and refinement with premium materials and advanced technology, such as the Hybrid4 diesel hybrid drivetrain available on the DS 5. Marketed in Europe by CITROËN, in DS Stores and dedicated showroom areas, DS has its own network of sales outlets in China. For customers, DS has come to represent a brand experience that goes beyond the product to include a range of exclusive premium services. The brand has sold 500,000 vehicles since launch. www.driveDS.com

*Available in China only.

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