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Citroen Rebuilds Brand With New DS Line

From stodgy to stylish.

by on Oct.07, 2010

The DS4 is the latest entry into Citroen's new brand-within-a-brand.

Few cars are more emblematic of quirky French design than the classic Citroen DS9.  Its sweeping curves predated by decades the coupe-like sedan styling that has become so popular today, and was echoed in the unusual technology within, such as the car’s hydraulic suspension and “champignon,” or mushroom-like brake button.

But these days, Citroen has earned, if anything, a reputation for stodgy, uninspired styling, as well as an assortment of quality issues that have led to a steady decline in sales and share.  Until recently, anyway.

Covering The Beat!

With the introduction of the new DS4, at this year’s Paris Motor Show, the French maker hopes to continue building momentum started with the earlier launch of its small DS4, the first in what is expected to be a new brand-within-a-brand targeting a decidedly more hip, affluent and youthful buyer than the typical Citroen customer.