What is the DS No 8? Well, it’s not an SUV, a coupe or a perfume.
This is the flagship of the DS brand, an offshoot of Citroën, which is a sister company of Peugeot, both of which are now part of the European car giant Stellantis. Yes, it’s a complex family tree.
While the Irish Times motoring team isn’t old enough to have witnessed firsth and the halcyon days of the Citroën DS5, its reputation for cutting-edge engineering and design still echoes in the automotive world. From the first day the tyres of a DS5 touched tarmac, it was destined for motoring’s hall of fame.
It was lauded not just by car nuts but by the likes of French philosopher Albert Camus.
So why not build a brand around it? In 2015 Citroën did just that. This is no French ego trip, finally trying to keep up with the neighbours in Germany and their dominance of the premium car market. Premium cars equal juicy profits. While it’s a rule of thumb regularly breached, premium cars account for 10 per cent of overall sales but 50 per cent of profit.
Continue Reading on The Irish Times
This preview shows approximately 15% of the article. Read the full story on the publisher's website to support quality journalism.