DS Automobiles, Citroen's premium division, has unveiled a new, range-topping trim level for its vehicles. Developed by DS Performance, the arm that also handles the brand's Formula E entry, the new trim will become available across the DS range, including the DS3, DS3 Cabrio, DS4 and DS5, starting October of 2016. Dubbed DS Performance Line, the company's new trim features comprehensive updates inside and out and aims to deliver a combination of "the spirit of the GT with refinement and the latest DS brand technologies."

The new trim will be highly recognizable on the outside thanks to its unique exterior features. Add-ons include a black roof, new gloss-black alloy wheels with the "DS" logo set against a Carmine Red background on the center caps, as well as Carmine Red, White, and Gold accents on the door mirror and the rear spoiler. In addition, the front doors and engine hood are adorned with special new "DS Performance Line" badges, while the front grille features the company's LED Vision light signature.

The cabin is also packed with new, exclusive features, starting with a new style of upholstery with black Dinamica cloth, or a choice of either grained or Nappa leather. The stitching on the seats, door panels, gear lever, and leather-wrapped steering wheel is finished in the colors of DS Performance. The front seats are embroidered with a "DS Performance Line" emblem for even more exclusivity. There's also metallic detailing within the cabin, including chrome inserts on the steering wheel and door sills, as well as LED cabin lighting.

As far as technology goes, the Performance Line features the DS brand’s latest gadgets, including a seven-inch touchscreen, Satellite Navigation, MirrorLink, Apple CarPlay, and DS connected services via the DS Connect Box.

Nothing changes under the hood, with all models available with the same selection of gasoline and diesel four-cylinder engines.

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Why it matters

Announced in 2009 as a premium upgrade to certain Citroen models, the DS wasn't as successful as the French brand had hoped. As a result, the nameplate that's also a reference to the iconic Citroen DS was transformed into a standalone brand. Launched as DS Automobiles in China in 2012, the premium division was introduced in Europe too for 2015. Now consisting of a four nameplates, including DS3, DS4, DS5, and DS6, the DS brand offers customers a much-needed range-topping line that not only looks sportier, but adds an impressive amount of exclusive features. Sure, this might not help the brand much given the stiff competition from more established automakers, but it will give buyers access to more appealing and unique cars. And, that's a great start for a small company that needs as much attention as possible in order to survive in the long run.