DSautomobilesNI

General information

DS had cemented itself into the automotive market as the luxury sub-brand that Citroën had been yearning for. But this was only the beginning…

There were market segments that were of vital importance to the brand – namely China, which had overtaken the USA in 2010 to become the world’s largest car market. Citroën already had a manufacturing presence in China through their joint venture with Dongfeng, which began in 1995, adhering to Chinese government regulations which meant that any company wishing to produce cars locally had to create 50% joint ventures with local manufacturers.

However, in order to distinguish DS as a luxury brand, the approach was to create another joint venture with a separate Chinese manufacturer. Thus began the partnership in 2011 with Changan Automobile, who would produce only the DS line, and this was a sign of things to come in Europe and the rest of the world…

Thus, in 2015, DS separated from Citroën to become their own fully-fledged brand in all car markets worldwide. They continued to share engines, gearboxes, parts and other manufacturing processes with Citroën, and all dealerships still sell both brands in tandem as it stands in 2016. But DS have their own vision for the future which is becoming more clear every day.

Take, for example, the striking and innovate DS E-Tense! This all-electric 2-seater GT is a concept car shows the way forward for the motoring future, mixing DS luxury and style with the innovation and power of a 402 horsepower electric motor, with 0-62mph in 4.5 seconds!

Consider also the DS Virgin Racing Team, competing in the FIA Formula E championship with an Anglo-French mix of drivers in Sam Bird and Jean-Eric Vergne. As the motoring market heads towards an all-electric existence, which will one day leave behind the oil-fuelled world of internal combustion, it is often the task of the motorsport community to pave the way, developing the technology in its infancy to make it suitable for the public roads. DS are very much a part of this!

Past, present and future – DS Automobiles have built on their history of style and innovation to create a bold and exciting brand, that encapsulates the avant-garde spirit of French modern motoring.

The best, as they say, is yet to come…

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