PSA Group – car-making Goliath and parent of the Peugeot, Citroën and Vauxhall brands – invested €100 million in preparing its Poissy plant for DS 3 Crossback production.
As a statistic, this is a blunt but effective measure of just how much stock is being placed in this bold-looking new car.
A bold play it is, too. Following the larger DS 7 Crossback, this is only the second ground-up product from DS Automobiles, and is aimed at usurping traditional premium brands in the hugely popular and still growing B-SUV segment.
Audi’s Q2 and the Mini Countryman are the cars in the firing line but, unlike those manufacturers, DS is still establishing its credentials and remains a relatively unknown quantity to the majority of drivers.
The earliest DS specimens of the modern era were, of course, derived from existing Citroën models – and most enjoyed limited success. In fact, the likeable DS3 hatchback aside, it’s no stretch to say that DS Automobiles has endured heavy commercial weather, even since it was established as an independent entity in 2015.
