2014, launch of the DS brand
2015, launch of the DS brand
DS became a brand officially on 1 June 2014 and asserted its ambition: the return of French automobiles to the highend segment. DS upholds the values of innovation and distinction inherited from the 1955 DS. Designed for customers looking to express their personalities, the DS line-up comprises the DS 3, DS 3 CABRIO, DS 4, DS 5, DS 5LS* and DS 6*. For its launch year, 2015, DS is celebrating the 60th anniversary of the original DS. At the Geneva Motor Show the new brand is revealing its tagline — DS AUTOMOBILES, SPIRIT OF AVANT-GARDE –, which sums up the DS state of mind. At Geneva, DS is also unveiling its New DS 5, which inaugurates DS brand identity, with its new front end, advanced-technology equipment, refinement and powerful, efficient engines.
To celebrate the 60 year aniversary of the birth of the original DS model and to herald the launch of the DS brand, a major event, “DS Week” was held at Jardin de Tuileries, Paris. Running from 19th to 24th of May, DS Week attracted over 12,000 visitors to its Haussmannian-styled boulevard which was flanked by six brand experience boutiques and a collection of cars old and new, immersing visitors in the world of DS and a journey through time from 1955 to current day and into the future.
“DS Week“ culminated in a unique moment, the gathering of one of the largest concentrations of DS collectors in the world:
– Over 700 classic DS and more than 1,500 fans from across Europe flocked to the historic Linas-Montlhéry circuit south of Paris on Saturday 23rd May. Escorted by the Divine DS concept-car and the New DS 5 the following day, this collection of cars and its accompanying fans paraded along the Seine River to gather altogether at La Place de la Concorde.
Exceptionnal ! Mythical !