DS Automobiles

The DS brand traces its heritage to the iconic Citroën DS, originally launched in 1955, which became a symbol of French automotive innovation. In 2009, Citroën introduced the 'DS' line as a premium sub-brand to distinguish its more upscale, design-focused models from its mainstream offerings. The name 'DS' is a play on the French word 'déesse,' meaning 'goddess.' In 2014, the DS brand was officially established as a standalone premium marque within the PSA Group (now part of Stellantis). This transition allowed the brand to develop its own distinct manufacturing and engineering standards, separate from Citroën, while still leveraging the group's shared platforms and dealership networks. Since its inception as an independent brand, DS has focused on positioning itself as a luxury player, emphasizing 'the French art of travel.' The brand has actively participated in Formula E since 2015 to showcase its electrification capabilities and has transitioned its entire lineup to include electrified powertrains, including plug-in hybrids and fully electric models.