Putting on the style with new DS 3 models
It's more than two months since the awful terrorist attacks in Paris, and the city for lovers still remains relatively quiet out on the streets, writes Sharon Walters.
But one famous spot buzzed earlier this week when DS revealed the new DS 3 and DS 3 Cabrio to journalists, dealers and carefully chosen people of import.
The stunning Louvre museum was the venue for the wraps to come off in a glittering display of the Spirit of Avant-Garde – adopted as the new logo last year as DS entered a new era as a brand in its own right, with no reference to Citroën.
Avant-garde translates from the French as the advance guard and has its origins as an old French military term. That is, the army unit which presses on ahead of the main field in battle. Since then it has been used in other areas such as the 'arts' to encompass 'new' 'innovative' and 'pioneering'.
And that is what DS is striving to achieve – to press forward and create something very different. An extremely difficult task but in a world full of so many dull-looking vehicles, both inside and out, and DS may well just succeed.
With the striking glass pyramid at the heart of the Louvre, the gateway to the unveiling, it was an impressive launch. With a background of art which in its day was often avant-garde, the emphasis was firmly on the way forward for the brand and the DS 3.
While some of it seemed a little over the top, especially the 'modern' dancers giving their interpretation of the avant-garde spirit, the car itself did impress, And perhaps it should have been given the opportunity to do just a little bit more in the presentation.
These latest models to be unveiled by DS Automobiles have new design features, latest-generation technology, ultimate attention to detail and a uniquely refined, yet dynamic character that are hallmarks of the DS brand.
Since the launch of DS 3 in 2010, 390,000 customers have succumbed to the charms of this hip and stylish Parisian supermini. From London to Tokyo and Sydney to Buenos Aires, DS 3 has become an icon that is renowned for its distinctive personality, unique styling, driving pleasure and leading-edge technology.
New DS 3 and DS 3 Cabrio are undoubtedly even more attractive – with true French flair and style – with new design features (revised front end and personalisation opportunities) and enhanced functionality (connectivity, driving assistance systems). For top-level performance, both in the city and out on the open road, the DS brand's versatile new models can be specified with the latest PureTech 130 three-cylinder turbo petrol engine and offer the latest-generation EAT6 automatic gearbox with the PureTech 110 petrol engine. New DS 3 and DS 3 Cabrio will also be available in Performance specification, boasting an impressive 208hp (153kW).
And for the UK in particular, the new DS 3 and DS 3 Cabrio are of significant interest to our new car buyers. Britain is already the leading market for DS 3 sales. More DS 3 and DS 3 Cabrio models were sold in the UK last year than in France or any other global market. That is pretty impressive.
The DS design team had a goal to build on what has already made DS 3 a success – personalisation, styling and vitality – and to enhance it with contemporary technology and equipment, including efficient engines and a connected touchscreen.
"The New DS 3, a true success story, is reaffirming its brand kinship. With it, the DS family is complete.
"Refined, high-tech and high-performance, the stylish Parisian car appeals to customers looking for expressiveness, personalisation and motoring thrills.
"This sparkling model expresses an 'art de vivre' in town and country alike," said Yves Bonnefont, chief executive officer of DS Automobiles
It certainly has the style, now we have to see how it drives when it comes over to the UK in a few weeks.
