As statements of intent go, launching your new car in the grand setting of the Musée du Louvre in Paris is a pretty resounding one.
However, the DS 3 hatchback and convertible it unveiled at the world-famous landmark yesterday evening isn't all new - it has a new model name, fresh styling and uprated technology, but its underpinnings are ostensibly the same as the Citroën DS 3 that preceded it.
As the wraps came off the DS 3, amid whirling dancers under the lights of the Louvre's pyramid, I pondered whether DS considered saving a location this special for the launch of one of its all-new models, which will be arguably even more significant than the DS 3.
DS can't wait though: those vehicles aren’t due to arrive until 2018, and between now and then it has some serious brand building to do. Hence the use of France’s most-visited tourist attraction to launch the smallest car in its model range.
Last night’s affair was as much about broadcasting the DS brand to the world as it was showing off its ritzy new Mini rival.
The arrival of the DS 3 means the first stage of DS’s birth is effectively complete: the models that will spearhead its European model plan for the next two years have all now dropped their Citroën badges.