Citroen DS to spearhead new brand image

Citroen is plotting a wholesale image revamp that will herald fresh design language, a new logo and a greater emphasis on the customer interface.

The French brand -- long associated with quirky, innovative cars -- recently made the announcement about its makeover strategy as it unveiled its new 'DS Inside' concept car in Paris. The design study is also set to take centre stage on the marque's stand at next month's Geneva motor show.

The 'DS' (also known as Déesse or Goddess) moniker is held in some reverence by Citroen aficionados, as it formerly appeared on the series of mould-breaking exec cars built from 1955 to 1975.

The streamlined DS was penned by Italian designer Flaminio Bertoni and underpinned by hydropneumatic self-levelling suspension that was well ahead of its time. UK's Classic and Sports Cars magazine also recently voted the DS "the most beautiful car of all time", ahead of the Jaguar XK120, Ferrari 275GTB, Jaguar E-Type and Lamborghini Miura.
 
However, the new DS Inside concept is more mainstream in execution, bearing some parallels to BMW's modern-day Mini.

Citroen's new-age DS (an acronym for 'Different Spirit') range will allegedly be made up of a line-up of prestige models that will sell alongside the existing C-badged cars.

Three models will be launched initially in the DS line -- the DS3, DS4 and DS5, and the first of these is due in 2010. The DS4 and DS5 are expected in 2011 and 2012 respectively.

The DS3 will share its platform with the next-generation C3, which is due to debut at September's Frankfurt motor show. The C3 is likely to borrow a few styling cues from the DS Inside, including the grille design that incorporates Citroen's twin-chevron logo within its frame.

The logo itself is a modified version of the existing one, with each of the chevrons gaining curvature and depth, as opposed to the arrow-like projectiles that currently form the badge.

"The chevrons have broken free from their frame and become three-dimensional, taking on relief and gaining in strength and body," says the company's PR blurb. "Bridging Citroen's past and future, the colour red is used for the new brand name typography. The red assumes a new, deeper tone."

Other changes that will become evident to Citroen shoppers over the coming years include revamped showrooms and a greater commitment to customer service.
 
The guidelines specify that dealership staff must welcome walk-ins within three minutes of entering the showroom, while Internet information requests must be answered within 48 hours.
 
Locally, the Citroen brand has enjoyed a huge growth curve since Ateco Automotive took over its national distribution. An annual sales tally of just 652 cars in 2000 swelled to a peak of 3803 in 2007. However, the marque suffered a downturn last year, with sales shrinking to 2703 units.