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.
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.
The original Citroen DS9 was long emblematic of the quirky eccentricities of French autos.
It’s a significant turnaround for a brand that some thought was on a slippery slope to become to become the first French nameplate in decades to vanish from the market. But, if anything, the DS line is one of the year’s big hits in a European market still stung by the global economic downturn.
If anything, the maker is hoping to hit 100,000 sales for all of 2010, and even more next year with the introduction of the larger DS4.
The latest addition is based on the more mainstream Citroen C4, but gets more edgy exterior styling – such as LED lamps and a distinctive chrome waistband, a spoiler, a taut roofline and muscular wheel arches — and plenty of chrome and leather in the interior.
There are, in fact, five different leathers to choose from, including a two-tone option. And that, say industry watchers, is part of the appeal of the new brand, which is promoting a buyer’s ability to significantly customize vehicles sold through the DS line. There are, for example, over 30 different exterior paint colors and added touches like carbon fiber inserts on the option list.
Unlike some brands that have been emphasizing mass customization – such as Scion and Mini – Citroen is handling the DS orders directly at the factory, rather than making the modifications at the dealership.
The payoff has been significant, industry data suggesting the average age of a DS buyer is about 15 years younger than for comparable, conventional Citroen products, such as the C4. Buyers are more affluent and better educated, as well.
Another part of the appeal is using the DS to roll out new technology. The DS4 will offer Citroen’s new micro-hybrid e-HDi system, which features an advanced diesel, start/stop function and a reversible alternator.
The French maker has taken a similar approach, when it comes to distributing the DS line, to how Toyota has handled Scion. The brand-within-a-brand gets its own space within a conventional Citroen showroom. There are no plans to set up a separate dealer network.
Citroen is expected to continue growing the DS line with a yet-larger model.
But there’s no word about reviving the old champignon brakes.