A Legendary Car in History

If you were to select five of the best cars in automotive history, the Citroën DS would undoubtedly be among them. To celebrate the 60th anniversary of this car, first unveiled in 1955, "DS Week" was held in Paris in May 2015. A festive weekend descended upon Paris, featuring exhibitions in a special venue in the heart of the city and a grand parade.

For the Citroën DS, there may be no need to explain its significance in automotive history to the readers of OPENERS. Broadly speaking, it is a car that left its mark for two reasons: firstly, its mechanisms, such as the suspension system utilizing hydraulics and nitrogen gas; and secondly, its flowing and distinctive styling, which was described as "spaceship-like" at the time.

Distinctive cars are loved for a long time. From French presidents and prime ministers to celebrities worldwide, the DS attracted many. Recently, photos of Brad Pitt and Angelina Jolie with a DS have surfaced. It has been a recurring theme in art and the subject of events centered around the DS.

The event planned to celebrate the DS, which has fans worldwide, was titled "DS Week." A special "DS Exhibition" was set up in the Tuileries Garden, located within the Louvre Museum grounds in Paris. Additionally, an owner-participatory "DS Meeting" was held at a circuit near Paris and at the Place de la Concorde in central Paris.

Rare Models, Sketches, and Films Introduced from Multiple Perspectives

The "DS Exhibition" in the Tuileries Garden featured a venue design said to replicate the Haussmannian boulevards of Paris. Along the sides of a wide pathway, rare models, including the original from 1955, were displayed. The exhibition offered a wealth of engaging content, including numerous contemporary sketches, prototype models, DS's appearances in films, and archives of VIPs from around the world who loved the DS.

The DS was designed by André Lefebvre, with styling by Flaminio Bertoni. This was the work of the duo who also created masterpiece models for Citroën, such as the "Traction Avant" (frequently featured in French gangster films) from the 1930s, the "2CV," and the "Ami."

Even today, encountering the actual car reveals many striking features: the bonnet composed of beautiful curves, the rear wheels half-covered, the aggressively tapered style towards the rear, the single-spoke steering wheel, and the thick-cushioned seats. Furthermore, when driving, one is impressed by the smooth and comfortable ride, as well as the control systems that utilize hydraulic power assistance for operations like gear changes, steering, and braking, designed to minimize the need for extensive arm and leg movement.

The DS was also a car characterized by its glamour. The existence of fully open models, custom-built by bodywork specialists like Henri Chapron, is known in Japan, but their popularity in France is unexpectedly high. This time as well, many of the DS cars displayed at various locations, including the DS showroom on a street behind the Champs-Élysées in Paris, were beautiful open-top models.

DS Rebranded as a Premium Line

During DS Week, alongside the DS, a monumental car in automotive history, another DS was prominently featured. This was the new brand "DS," announced in 2014 by the PSA Peugeot Citroën Group. Previously, the models that exuded an edgy presence in terms of styling and performance within Citroën's lineup – theDS3and theDS4and theDS5– were separated from Citroën and began to be offered under the DS brand as the 3, 4, and 5.

Citroën plans to strengthen its appeal to a wider audience, including families, by enhancing the price competitiveness of its products. Meanwhile, DS will be positioned at a slightly higher price point, undergoing a rebranding as a premium line.

At DS Week, the addition of a special edition model commemorating the 60th anniversary of the DS was announced for the current flagship model, the DS5. The meticulous attention to detail, such as engraving the D and S monogram in leather on a part of the headlamp casing, was highlighted as a key characteristic of DS brand products.

"We will develop products with exceptionally stylish design, technology, comfort that dynamically adapts to needs, and design that emphasizes detail and materials." (From DS press materials)

When asked about succeeding in the premium line market, a fiercely competitive arena with strong players like Audi, Thierry Metroz, who oversees design, replied, "We are aware that the DS brand has unique capabilities that only it can offer."

DS's Tagline Connecting Past and Present

The design of DS is overseen by Thierry Metroz, a Frenchman who previously served as Citroën's Design Director. "The DS design team is an independent organization, separate from Citroën. Currently, it is composed of a small team, primarily French," he states.

"Currently, what we emphasize in DS design is proportion. Where we place the wheels on the body and where we position the passenger cabin. These are the most crucial factors in defining the car's character. This accounts for about 70% of the importance, with the remaining 30% being style."

"I describe it as sculptural, and we shape elements like the front mask with this concept in mind. We have created a front grille that sets it apart from the traditional Citroën DS series, with L-shaped air intakes that surround it. We call these the DS Wings, and along with the headlamps, we achieve distinctiveness through such treatments."

As DS moves upscale, what market is it targeting? Vincent Debos, the product manager for the DS5, explains.

"In Europe, DS competes with Audi and Infiniti. It is a brand that emphasizes unique technologies as selling points. For DS, we aim to establish a distinct presence by incorporating French attitudes – the comfort and luxury associated with French luxury brands. For example, we believe it's important that when you step inside the car, it feels soft and pleasant, making you exclaim 'Wow!'."

Debos also mentioned that DS plans to introduce six new models by 2020, including larger vehicles. This aligns with the heritage of the original DS, which was also favored by presidents.

At the "DS Exhibition" mentioned earlier, a film about the DS brand was screened. The video was composed of imagery that superimposed the DS brand, concluding with a powerful message: "We go where others do not. We never follow."

The tagline for DS is "Spirit of Avant-garde." In this way, 1955 and the present, 60 years later, are connected.

[caption id="attachment_1225391" align="alignnone" width="665"]The concept car representing the future of DS, theDivine DS, leads the way for the historic DS models [ /caption]