The French manufacturer won its first Formula E race last month, and will use its campaign to raise brand awareness

DS, Citroen’s standalone upmarket brand, is set to use the success of its Formula E racing team more aggressively, after British driver Sam Bird’s first victory for the French brand.

DS committed to Formula E as a manufacturer this season, pairing with the Virgin Racing team backed by Richard Branson. Bird took pole position and victory in the opening race in Buenos Aires, Argentina last month.

“The first win for Sam was a real breakthrough and presents an opportunity,” said DS UK boss Arnoud Leclerc. “It is a young team, and victory was perhaps more than we expected so soon, but it is a fantastic sign of what is possible. Such success is coming at exactly the right moment for us, as what we really want is greater awareness of the DS brand.”

Consequently, Arnoud said he would look to push marketing around the e-Prix races scheduled for Paris in April and London in July, and well as looking to build more promotion around Bird himself.

“We want to build with Sam,” he said. “The Formula E championship is very new for all of us, but we have already met Sam several times and, although he is very young, he is very positive and outgoing. He is easy to talk to and he understands the brand. I am sure we can combine and do more together in future.”

Our Verdict


The Citroën DS3 is an upmarket, stylish supermini, but does it have what it takes to beat the Mini?

Join the debate


11 March 2016
DS, despite this 'branded' race victory still isn't really a 'brand'. And they are even further away from being what the marketing mavens in charge want to be. A marque.
That's what they'll have to be before they can be 'prestige'.

Add your comment

Log in or register to post comments

Find an Autocar car review

Driven this week

  • Dallara Stradale
    The Stradale is the first road-legel car from Italian motorsport constructor Dallara
    First Drive
    16 March 2018
    The motorsport constructor's first road car is inspired by Lotus minimalism. Does it thrill on road and track?
  • Hyundai i30 N
    Standard spec is good so paint colour is our car’s only option
    First Drive
    16 March 2018
    What’s Hyundai’s first hot hatch and N-brand debutant really like? Let’s find out
  • Porsche Boxster GTS
    This is the new GTS version of the Porsche Boxster
    First Drive
    15 March 2018
    The 718-generation Boxster is our favourite roadster of the moment – so is this new GTS variant worth the extra outlay?
  • BMW 5 Series
    First Drive
    15 March 2018
    The BMW 5 Series is top of the mid-exec pack, but is there still room for a diesel saloon in everyday family life?
  • Audi A7 front
    First Drive
    14 March 2018
    The new Audi A7 Sportback looks the part, but how does the new Mercedes-Benz CLS rival cope on UK roads? We find out