Le luxe anti-premium : DS automobiles

Icon-Icon Opinion :

Its tapered nose and slim chrome grille set the stage for a new vision of the automobile. The DS, or the most beautiful car in the world, is recounted in this beautiful book that looks back on this cult car of the 1960s that marked the advent of an automotive design centered on audacity and aesthetics purely and simply joined to technology.

Author : O. Couzin

Publisher : Stella Alpina

Date of Release : October 2016

The creation of the DS brand in 2012, in a global automotive industry in turmoil, is an exceptional event. This particularly ambitious project will have a significant impact on the future of the French automotive industry. Reappropriating both the heritage of the 1955 DS and Citroën’s avant-garde philosophy, rather than succumbing to the pitfalls of neo-retro fashion, DS immerses itself in and capitalizes on the values of refinement, elegance and savoir-vivre that make up the prestige of French luxury. The result is an expression of automotive luxury that is as singular as it is rejuvenating, clearly freeing itself from the Premium norm in the top-of-the-range automotive sector. A new brand identity and culture of luxury, embodied by an equally dissident style, guaranteeing the brand and its cars real relevance in the market. In this book, Olivier Couzin combines his 20 years of experience in various French luxury and fashion houses with his knowledge of the history of the automobile industry to offer an analysis of the genesis, development and prospects of the new DS brand. This contemporary industrial adventure is thus placed in its historical context. This contemporary industrial adventure is thus placed in its historical context.