Auto Industry

Citroen returning to North America?

DS brand to be marketed globally as a separate brand from Citroen

Citroen's iconic DS models, of which more than 1.5 million were built from 1955 through 1975, are among the most distinctive cars ever made. With aerodynamic styling, front-wheel-drive and hydropnematic, self-leveling suspension they were truly futuristic when they were introduced at the 1955 Paris Motor Show.

More recently, the DS name has reappeared as an upscale model line within the Citroen brand and, in some Asian markets, as a separate brand altogether.

In September, PSA chairman Carlos Tavares revealed plans to expand that practice globally, positioning the DS brand at the top of the PSA pyramid, with Peugeot as the mid-range nameplat and Citroen as the more affordable alternative.

At this week's Paris auto show, a Citroen representative told Autofile those plans include sales of DS models in the world's 100 largest cities, within a "mid-term" time frame.

Asked if that meant a return to the North American market, the spokesperson reiterated the phrase, "100 largest cities." Citroen has not been represented in the North American market since 1974.

According to the World Atlas, that city list would include New York, Los Angeles, Chicago, Dallas-Fort Worth, Miami, Philadelphia, Houston, Atlanta, Boston, Phoenix and Detroit in the U.S.A and Toronto in Canada.

As well as displaying its current DS models in a separate area within the Citroen stand at this year's Paris show, the company also revealed a futuristic DS Devine concept car that was said to serve as a vision of the future of the DS brand.

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