Citroen are trying to reposition themselves in the marketplace, or so it seems. They’ve changed their logo and decided that it’s time to copy Audi and come up with their version of ‘Vorsprung durch Technik’ – ‘Créative Technologie’. That’s bound to make a difference.
We brought you news a few days ago of Citroen’s announcement that they are going to revive the Citroen DS, and launch the first model at the Geneva Motor Show next month.
Old cynics that we are, we reckoned that this would be nothing more than a bit of badge engineering – Citroen’s ‘Ford Ghia’ moment. And to be honest, the release of the picture you see here, which is Citroen’s DS Inside Concept, and the basis for the first of the ‘DS’ cars, the DS3, hasn’t really changed our minds much.
True, there are some detail design details on the car which are a little reminiscent of the DS (which has just been voted ‘The most beautiful car ever’ in a poll of car designers run by Classic and Sports Car News), so Citroen has tried a bit harder than Ford, who just stuck a bit of chrome and a Ghia badge on the bog standard offering and charged a premium.
But this is no DS in our view. Where’s the innovation? Where’s the Style? Where’s the Individuality? Not questions we can really answer from these images. I guess we’ll have to wait until Geneva to see it in the flesh. Don’t hold your breath.