Citroen has revealed a plan to restore its reputation for desirability by creating a range of niche models, to be called Distinctive Series and badged Citroen DS.
The plan will kick off with the launch of a near-production Mini Clubman-sized concept, called the Citroen DS Inside, at next month’s Geneva motor show.
The modernisation project, which invokes the name of Citroën’s classic saloon from 1955, is described as “a breakthrough strategy to create rarity within the mass market”.
The new Citroen DS models will be positioned above Citroen’s mainstream cars, which continue as normal. They will offer “the best of the Citroen brand” and are designed to help lift what the company’s marketing men see as a flagging brand image.
The Citroen DS plan is part of a “wholesale reinvention” of the Citroen brand. The revamp includes a redesign for Citroen’s corporate identity, featuring a “slightly more fluid” design for the famous double chevron badge (above). The firm’s motorsport arm, Citroen Sport, will be reconstituted as Citroen Racing.