A Car That Embodies the DS Brand Identity

The DS5 has been reborn. Introduced to Japan in 2012, the DS5 was the flagship of Citroën's DS line. In 2014, the PSA Group decided to spin off DS as a third brand, following Peugeot and Citroën, leading to some design changes for the DS5.

At DS, terms like avant-garde, sophistication, craftsmanship, and creativity are used to define their products.

"The DS5 is not just a new model. It is a car that introduces our new brand identity," says DS CEO Yves Bonnefont.

The DS5, with its unique styling that balanced elements of coupe, sedan, and hatchback, already possessed a distinct presence. Now, both its interior and exterior have been further refined, significantly enhancing its sense of luxury.

The increased sense of luxury is precisely as DS intended. Their new market strategy appears to position Citroën as a more mainstream brand, aiming for high profitability with the premium DS line. A test drive event for the new DS5 was held, starting from a venue along the Seine River in Paris.

DS emphasizes a connection with Parisian craftsmanship and a sense of manufacturing unique to France, seen in fashion and artisanal work. The 60th-anniversary models lined up at the test drive venue featured deep, rich paint colors, combined with meticulously crafted details like the front grille, creating a distinctive character. The new 'DS Wings' emblem, applied in various places, is a characteristic detail reminiscent of high-fashion accessories. This, I felt, was a tangible realization of CEO Bonnefont's message.

Clarifying its Character as a Grand Tourer

The new DS5 is slated for introduction to Japan in Autumn 2015. Initially, the 60th-anniversary limited edition model, test-driven here, will be launched. This limited edition features gold plaques on the bonnet and wheel center caps, and gold-colored '60 DS 1955' stickers on the doors and tailgate. While semi-aniline leather seats are available in its home market, Peugeot Citroën Japon, the importer, has stated that specifications for Japan are yet to be decided.

The DS5 models prepared for the Paris test drive were equipped with the new generation of clean diesel engines. The DS5 coming to Japan will initially be a 1.6-liter gasoline version. However, the introduction of a diesel model is also being considered for the near future.

Whether powered by gasoline or diesel, I suspect the impression of the ride quality will be consistent. The suspension, which some had pointed out as too stiff during the 'Citroën DS5' era, has been significantly revised. It now offers a softer, more cushioned feel.

"We have revised it with an emphasis on comfort. The objective of this setting is to pursue a superior ride quality as a grand tourer," confirms Vincent Debos, DS5's development manager.

"The DS5's suspension is set to strike a balance between sportiness and comfort. We are clearly defining the character of each brand within the group. While Citroën pursues 'ride comfort,' Peugeot focuses on 'pleasure to drive.'"

Just as the world often has a right, a left, and a middle, PSA believes these three distinct approaches are crucial for market appeal. "DS is a brand for the premium car market. When setting our direction, we kept rivals like the Audi A4 in mind," Debos explained at the test drive venue.

A Finish Evoking the Heritage of DS, Beloved by de Gaulle

The test drive route in Paris wound through congested city streets, out towards Versailles, then southwest, incorporating mountain roads and highways before returning to Paris. Given that it coincided with the DS 60th-anniversary events, perhaps the route was intentionally set around Paris to emphasize DS's heritage and the unique Parisian spirit that underpins its car manufacturing.

Paris is a major metropolis, but venturing beyond the ring road, built on the foundations of old city walls, quickly leads into nature. Within a 30-minute drive, one enters towns that feel like small villages, and the roads connecting them often become winding mountain paths. It was a well-designed course that allowed for testing the car in various conditions.

Earlier, I mentioned the shift towards a more comfortable ride; the pleasantness on ordinary roads was particularly impressive. While the leather seats with firm cushioning differ from the original DS, the intention to position the DS5 as a premium vehicle is clearly felt.

Cabin noise is kept low, contributing to a strong sense of luxury. The meticulous attention to detail in areas you touch, such as the quality of the semi-aniline leather, is another memorable aspect of the DS5. It evokes the heritage of DS, a brand once favored by presidents (General de Gaulle was a personal owner of the original DS).

The test car was equipped with a 2.0-liter 4-cylinder turbodiesel engine producing a maximum output of 133 kW and a maximum torque of 400 Nm at 2,000 rpm, paired with a 6-speed automatic transmission. This powertrain delivers robust power across all rev ranges, including from a standstill. Accelerating with just over 1,500 rpm provides ample thrust.

Fuel consumption is rated at 4.4 liters per 100 km (approximately 22 km per liter) according to European standards, with CO2 emissions of 114 grams per kilometer, indicating a high level of efficiency by modern standards.

There Are Things Only France Can Create

Since its launch, the DS5 has maintained its individuality as a model exuding a special aura. The most striking feature is the chrome saber-like accent running from the front bonnet to the A-pillar. Beyond this, its proportions, with a long roofline skillfully sculpted by curves, create a styling that can be described as coupe-like.

The intricate design of the front seats, reminiscent of an aircraft cockpit, is a particular highlight, showcasing the DS5's unique styling prowess. While DS emphasizes the comfort of this model, it doesn't necessarily mean the rear seats are neglected. With larger models expected in the future, the heritage of the original DS as a limousine might be found there.

The DS5 is a unique premium driver's car, featuring a responsive powertrain and precise steering. Its coupe-like style imparts a strong sense of personal luxury, setting it apart from conventional sedans. The quality, including the operation of the doors, is excellent, suggesting it has the potential to be a strong rival to German cars.

Currently, there are no drivetrains exclusive to DS, but "it is something that could be considered in the future," according to development manager Debos. When the current Citroën C5 is discontinued, PSA's lineup will lose its models equipped with the unique hydropneumatic suspension using hydraulics and nitrogen.

There are many who lament this, and Debos stated, "While I cannot promise the revival of the Hydractive suspension, there is a possibility that innovative mechanisms will be adopted to differentiate us from German cars."

The DS5 test drive route passed by Stade Roland Garros, the venue for the French Open tennis tournament. A palpable energy emanated from the vast grounds, reminding me once again of France's proud heritage. Perhaps the DS representative who set the test route intended this connection.

There are things that only France can offer. The birth of DS, asserting this very point, is a welcome development for those of us who believe that diversity is what makes cars enjoyable. In Japan, an expansion based on the brand's home market plan, including dedicated DS dealerships, is expected from autumn onwards.