Citroen seeks to reconnect with past glory

by Staff, Brand Republic 04-Feb-09, 14:50

PARIS - Citroen is tomorrow unveiling a new logo and a new range of cars inspired by its iconic DS model, a move it hopes will tap into the public's lust for nostalgia, impassion the car-buying public and boost ailing automotive sales.

Citroen, which is launching the range on Paris's Champ Elysee, will also reveal a revamped version of its chevron logo.

In line with the rest of the automotive industry, the car manufacturer is suffering from falling demand -- last year global sales fell 7.5% -- but it hopes that its new DS series will help reverse this trend.

The original DS of the 1950s was as much a symbol of hope and rebirth as a car. It was famously the vehicle favoured by former French president Charles de Gaulle and the car that was carrying him when he survived an assassination attempt in 1962.

It was also adopted by stars of the time, including actress and sex symbol Brigitte Bardot.

The DS, which originally played on the word "deesse" (meaning goddess) pioneered engineering concepts that are now commonplace in cars, such as sophisticated power-steering and suspension systems.

The original DS was phased out in 1976.

The new range will be aimed at the more affluent end of the car market and the DS initials will now stand for "Distinctive Series".

The rebirth of iconic car models is not a new phenomenon: in recent years, Volkswagen re-imagined its Beetle, while BMW updated the Mini.