Citroën is reinventing itself during the worst possible time for global carmakers and its plan includes the revival of the classic DS moniker.
The French brand is 90 this year, and on the birthday of its founder Andre Citroën chose to reveal the marque's new global project.
Along with a new logo, the manufacturer also promises a "new relationship" with its customers and a new range of products.
Citroën, in its mission statement, vowed to launch six new vehicles in Europe (which will likely trickle down to SA, too) over the next three years. That translates to a new model launch every six months.
But the manufacturer is changing tack, too. Following consumer's increasing trend of "buying down," Citroën has announced that it, too, will adopt this strategy by offering more economical products. While it says products will be less expensive, there will be no loss of appeal, the company says.
Going upmarket with DS
With the revival of its DS moniker, Citroën will also offer a new luxury range of vehicles. Three new cars, positioned in the small, medium and large car segments, will be launched from 2010.
As the letter C is used to distinguish the main model range, and Picasso is attached to Citroën's MPVs, DS will be used for the new premium line comprising DS3, DS4 and DS5.
The first product bearing the iconic DS name is the DS Inside concept car. According to Citroën, the concept is all about styling, road performance and practicality.
And where DS may originally have derived from Déesse (or Goddess in French), in the 21st century DS is meant to signify Citroën's Different Spirit.
Added to the upcoming changes to its product line-up, Citroën also revealed its new logo, which sees the signature double chevrons lose their frame and become three-dimensional.
Citroën Sport, which has benefited greatly from the WRC glory of Sébastien Loeb and co-driver Daniel Elena, sees its name change to Citroën Racing.