Unique Design is DS's Core Value

DS made its first appearance in Japan at the Tokyo Motor Show. It is a brand under the PSA Peugeot Citroën umbrella, and the third brand for the group after Peugeot and Citroën.

The DS booth at the Tokyo Motor Show was beautiful. The panels, adorned with architectural motifs, were inspired by the Rue du Faubourg Saint-Honoré in Paris, the theme for 2015. Similar chic displays were seen at various auto shows, regardless of scale.

Another striking image was a large panel featuring a view looking up at the Eiffel Tower. While Paris is often discussed for its fashion and cuisine, its architecture is less frequently highlighted in Japan, despite being full of attractions. Perhaps beauty and technology are DS's themes. It feels fitting.

The French Motor Show of 1955 was held at the Grand Palais in the heart of Paris. It was there that the epoch-making Citroën "DS" was unveiled. The original DS, still considered the favorite style by many automotive designers worldwide, inspired the new brand's unique concept. How will this brand evolve? We asked Yves Bonnefont, CEO of DS Automobiles.

Yves Bonnefont

—DS can be seen as the independent evolution of models that were already distinct within the Citroën lineup: the "DS3," "DS3 Cabrio," "DS4," and "DS5." With their unique styles, could you tell us about your future strategy, including differentiation from Citroën?

Our distinctive design is a key core value. We believe it resonates with customers who are drawn to novelty and originality. Our aim is to "break the rules" – perhaps a strong expression (laughs) – by challenging conventional values and offering new value to the market.

—How, for example, do you "break the rules?"

We define DS as a "joyful brand." Our aspiration is to be a brand that brings joy to our owners' daily lives. If you look at the DS3, DS3 Cabrio, DS4, or DS5, you'll understand why we call these "sparkling cars." They are designed to evoke a sense of effervescent enjoyment.

—When DS was a Citroën model line versus an independent brand, were there any significant changes made to models like the DS3?

As sparkling cars, it was after becoming the DS brand that we introduced vivid body colors and striking two-tone paint schemes to enhance their individuality. Of course, the new 1.2-liter engine and the newly developed 6-speed automatic transmission for the DS3 are also significant news. We've improved the efficient utilization of engine torque and enhanced fuel economy, which are points we'd like you to note.

Yves Bonnefont shared who he envisions driving a DS.

Avant-Garde in Automobiles

Yves Bonnefont, CEO of DS Automobiles, visited Japan for the 2015 Tokyo Motor Show. He passionately discussed the appeal of DS, the new brand established in 2014.

—Does DS have a target customer in mind, such as "this type of person would suit a DS?"

We believe that individuals we call "young professionals" will appreciate the value of DS. These are people with relatively high incomes, working in professions such as architects, accountants, lawyers, or as self-employed individuals and freelancers. In Europe, people in these professions are drawn to DS's "rule-breaking" nature. Those who dislike conforming to the norm when choosing things are likely to be enthusiastic about driving a DS.

—Are those interested in the current DS lineup conscious of the brand's heritage, tracing back to the 1955 Citroën DS? Do you think they feel a particular connection to that original DS, choosing to drive it now?

Certainly, our customers feel a sense of pride in owning a DS vehicle. I believe they are subconsciously aware of the deified status the DS has attained since the iconic original was unveiled. After all, it was a car with such unique style and mechanics. It was announced on October 6, 1955, at the Grand Palais in Paris, and received 12,000 orders on the first day alone. Many people, including the French, appreciate the avant-garde, and I believe that sentiment persists today.

DS DS4 Crossback

—What does "avant-garde" mean in the context of automobiles?

It means being unlike anything else in terms of style and mechanics. At DS, we are conscious of our connection to French luxury industries such as fashion and leather goods. In particular, the interior style and finish are unique to DS. For example, the three-dimensional seat upholstery, reminiscent of a watch strap. Or the soft leather used for the dashboard and steering wheel, pursuing a pleasant tactile sensation. The headlamps of the DS3, intricately composed with LEDs, are unparalleled in this segment.

—And you also have originality in the mechanics?

We don't believe it needs to be novel. For instance, what we call "dynamic comfort" involves carefully tuning the engine torque and transmission for an enjoyable driving experience. In particular, with DS, we strongly focus on providing a sense of pleasure during acceleration through the delivery of torque. We perceive this as dynamic comfort. What makes people happy are things that have been meticulously crafted with care.