To get a legitimity in the premium automotive segment (generating much higher margins, hence profits, and only way to survive the coming of indian or chinese car in western markets), Citroën did not choose to launch a new brand, like did its japanese competitors Toyota with
Lexus, Nissan with Infiniti.
Indeed, create a new brand from scratch demands lots of money for creating the brand image, developping commercial network... and a start with no brand recognition.
Therefore, Citroën choose to create a new serie called DS, based on its glorious past: Citroën DS is maybe the only french car famous in the USA..
Will Citroën capitalizes on this DS launch to start a comeback on american's soil? Time will tell...
After the
Citroën DS3, Citroën will sell a Citroën DS4.
This Citroën DS4 is a crossover, so a higher car, with lots of space inside, but very dynamic in its design.
Citroën DS4 will have 5 doors, and will be built on the platforme of the second generation of Citroën C4.
Compared to the Citroën C4, the DS4 will have more technologies, will be more premium, with LED lights and a huge panoramic glass roof.
This Citroën DS4 was announced at the end of 2009 by the concept car Citroën DS High Rider. The name
High Rider reflects the crossover nature of this DS4.
Major difference between the concept car High Rider and the Citroën DS4: the number of doors. 3 doors for the High Rider, 5 for the DS4.
Great trick: the shape of the lateral windows is a reminder of the first generation of Citroën C4 Coupé, and is hiding the door opening mechanism.
