Citroen’s DS To Launch "DS Performance" Sub-brand
Citroen DS models have been around since 2010, but in June of 2014, the DS brand name was brought back to life. When Citroen revived the brand name, the idea was to help restore the premium sector of the auto industry in France, while staying true to the qualities of the original DS that was created back in 1955. Currently the brand has five different models in its lineup , including the DS 3, 4 and 5 in the French market, as well as the 2014 DS 5LS and DS 6 in the Chinese market. DS even has its own network of sales locations throughout China. The brand has sold over a half-million vehicles since it’s launch in 2014, and has also developed a hybrid-diesel 4x4 drivetrain for its DS5 model.
Now, just a year after the brand’s revival, DS has created a new division called DS Performance. The new division aims to bring expertise and technological advances to the DS Virgin Racing Team and its DSV-01 Formula E race car. So far, DS Performance has completely designed the electric motor, transmission, rear suspension and cooling system for the DSV-01. DS performance will be a supporting factor to the Virgin Racing Team through the next Formula E season. Further advancements will include the development of all-electric and plug-in hybrid models for the DS brand.
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Why it matters
Considering the DS brand was revived just a year ago, I’m a little surprised to see a performance division come about so quickly, but I suspect involvement with Formula E had a lot to do with it. I’m curious to see how the divison impacts the DSV-01 and the Virgin Racing Team over the next Formula E season. Perhaps this performance division will eventually lead to more performance-based production vehicles and more premium hybrid vehicles in the coming years.
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