DS Logo (2009-Present)
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|DS Automobiles Information|
|Owner||Groupe PSA (PSA Peugeot Citroën)|
DS is the premium brand of Groupe PSA. The DS marque was first announced in early 2009 by Citroën as a premium sub-brand added to certain models, with DS being an abbreviation of Different Spirit or Distinctive Series (although the reference to the historical Citroën DS is evident), to run in parallel to its mainstream cars. The name is also a play on words, as in French it is pronounced like the word déesse, meaning goddess. Since 2015 (and since 2012 in China), the Citroën branding has been dropped from the DS line models, and DS has continued as a standalone premium brand developed and part from Citroen.
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Their rear badge is a new DS logo rather than the familiar Citroën double chevron, and all will have markedly different styling from their equivalent sister car. Citroën has produced several dramatic-looking concept sports cars of late with the fully working Citroën Survolt being badged as a DS. Indeed, the 2014 DS Divine concept car develops the Citroën Survolt prototype as the future sport coupé of the DS range.