It feels like we\u2019ve written ad infinitum about the DS brand\u2019s close parity with innovation and contemporary design. Spun off from Citro\u00ebn to fly the flag, or\u00a0porter le drapeau, for French luxury design, DS models to date have all danced around the themes and theory of high-end creativity without ever...
, for French luxury design, DS models to date have all danced around the themes and theory of high-end creativity without ever quite connecting.
For a country with countless couturiers, designers, architects, and jewellers to its name, France has never really had a modern-day equivalent to Rolls-Royce, Cadillac, or even Mercedes-Benz. Yes, there’s Bugatti, founded by an Italian, based in a part of Germany that became French in 1919, and then German-owned ever since its revival in 1998.
The DS 9 is the company’s new flagship model. Against all economic wisdom, it is a saloon car, not an SUV. Here is where the debate over design begins, for the DS 9 is not an especially beautiful car. For sure, it has fine proportions, but beauty – and luxury – is in the details. Its sister car, the Peugeot 508, shares a lot of the DS9’s underpinnings, yet somehow manages to be more svelte and elegant. Later this year, the same platform will appear beneath the new Citroën C5X, which heralds a great return to form for that company’s fabled design story. , but the nose doesn’t carry any gravitas. The role of the automotive grille is undergoing a transformation; it’s not the signifier of status it once was.
Unfortunately, the DS range is currently wedded to the idea of a big, bold grille to anchor its Dalí-esque DS logo. Elsewhere, modern luxury is moving on.
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