Feb 6, 2009
A couple of days ago I wrote about Citroen’s decision to revive the DS moniker as a premium brand.
This is the underwhelming result. The “DS Inside” concept looks like Citroen’s take on a Mini, mashed up with a bit of SUV and MPV for good measure. I don’t actually mind it’s bull-dog stance, bi-color paint and funky B-Pillar/glazing treatment but what kind of a name is “DS Inside”? If there is a Déesse inside, she’d be screaming to be let out of her dowdy purgatory so she can resume her rightful place in automotive heaven.
I don’t have a problem with Citroen trying to shift up market (hey, all the mid market manufacturers are trying it) but I think it’s an epic mistake to sully the DS name with a car that doesn’t come anywhere near the sheer fabulousness of the original. Although images of the interior have not yet been leaked, I’m pretty certain that it won’t turn this particular personal nightmare into a dream come true.