Taking inspiration from the massive success of France’s luxury brands, Citroën created the DS brand in 2009 to “express French style and luxury with beautiful details and exceptional quality".
The crossover hatchback is also interesting because, while the link is unacknowledged by Citroën, this may be the closest thing to the original DS that France's famous double-chevron has produced in almost 40 years.
The first modern Citroën DS was, by contrast to that 1955 technological and stylistic trailblazer, more of an urban fashion hatchback than an expression of French luxury. Nevertheless, the Mini-like DS 3 quickly became a success following its launch in 2010, becoming Citroën UK’s best-selling model in the process. Next along was the slightly underwhelming DS 4 crossover, which then led to the more rugged DS 4 Crossback.
The dramatically styled DS 5 is an intriguing mix of high-roofed hatchback, coupé and sports estate, the result of the mounting pressure on the traditional D-segment family saloon in Europe.
It’s still an important sector, but selling cars in it is not as simple now as it once was. Roll back the clock a decade or so and if you wanted a full-size car of moderate price, there was little alternative.
However, the birth of MPVs, compact SUVs and crossovers, combined with the solid residuals of otherwise more expensive compact executive cars, means that things are no longer so simple.
There is now plenty of choice and, as Renault has already discovered to the Laguna’s cost, you’ve got to give customers a damned good reason to buy a relatively ordinary traditional family car.
That’s why the likes of the DS 5 now exist, crafting together several different styles of cars into a package you won’t find anywhere else.