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CitroŽn DS3 INSIDE Concept Car

DS3 due for launch early in 2010
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A new era. CITROňN reinvents.

At 90 years old, CitroŽn is opening a new page in its history, with a new visual identity, new customer relations and a new line of products.

CitroŽn is presenting its new brand dynamic today, 5 February 2009, simultaneously in 34 countries. The presentation takes the original form of a film, shown on the birthday of its founder, Andrť CitroŽn.

In a difficult economic context, and in a period of changing automotive uses and new relationships between customers and brands, CitroŽn is taking action and reinventing itself.

The Marque aims to pursue the dynamic generated by the success of its products launched over the past ten years, enhancing the value of the CitroŽn brand to strengthen and support the range.

CitroŽn today begins a global brand project that encompasses a new visual identity, a new relationship with its customers and a new line of automotive products.

First sign: The logo
Developed jointly by CitroŽn’s Marketing and Styling teams, headed by Jean-Pierre Plouť, and the Landor agency, an international branding and design network, the logo is the first visible sign of change.
The chevrons have broken free from their frame and become three-dimensional, taking on relief and gaining in strength and body.
Bridging CitroŽn’s past and future, the colour red is used for the new brand name typography. The red assumes a new, deeper tone.

Brand identity: Crťative Technologie
The alliance of creativity and technology has always been a CitroŽn strong point.
CitroŽn was the first to propose Stop & Start technology, on the C2 and C3. It is the European leader on automated manual gearboxes and a pioneer in particulate filters. The Marque illustrated its ecological and economical commitment in 2008 by confirming its European leadership on vehicles emitting 110 g/km of CO2 or less, thanks to the C1.
Rather than aiming for pure technological exploits, CitroŽn innovates for the benefit of its customers. It invented Hydractive suspension, the wide-angle panoramic windscreen, new driving aids such as the lane departure warning system, the head-up display, Snow Motion and SOS Emergency. It has also developed new architectures and maximum modularity, as seen on the C3 Picasso.
CitroŽn has the boldness to completely rethink the automobile, rather than rehash existing solutions.
Reinterpreting the conventional saloon concept with sophistication and elegance, the C5 exceeded its sales objective in 2008.
The C4 Picasso visiospace has transformed the segment, becoming the leading model in its class in 2008.
Launched in first-quarter 2009, the C3 Picasso has the same ambitions.
With the new Berlingo, launched in May 2008, and Nemo, launched in February 2008, CitroŽn has a range of five, renewed light commercial vehicles, making it the standard-setter in this segment.
For the future, the Hypnos concept car heralds diesel hybrid technology and C-Cactus a new vision of the

Non- conformist advertising spirit

CitroŽn’s new advertising baseline is Crťative Technologie.
Written in French, identical worldwide and rich in meaning, these words form the basis of the newadvertising system.
Every ad demonstrates the promise of the brand and the benefits for the customer, while remaining playful and optimistic.
For the first time since 1983, the Marque is launching a new advertising campaign co-developed with Agence H, a subsidiary of the Havas group.

Graphic principles for visibility and consistency
CitroŽn's visual communication system has hitherto lacked consistency. But today it is introducing new graphic principles, a single typography and a unique tone of voice to boost the visibility and consistency of the brand.
The new brand universe reflects the Marque's new status.
The key colours are white, denoting openness and elegance, and red, to express vitality, together with black, grey and chrome, for status and power.
CitroŽn is launching its new brand universe starting on 6 February 2009.

Websites to win new customers
A full 70% of customers who walk into a CitroŽn outlet today have visited the brand website beforehand to find information.
The www.citroen.com website, the initial contact point between the Marque and its customers, will from now on fulfil a compass role, pointing web users to country sales sites.
To ensure the consistency of all media, CitroŽn is applying the new visual identity to its 20 European websites on the morning of 6 February, using cutting-edge full 3D technology for all web communication concerning the new image.
CitroŽn will enter a new internet era starting in second-half 2009, with a new European web strategy.

CitroŽn Sport becomes CitroŽn Racing
CitroŽn has entered the motor sport history books with four World Rally Championship Manufacturers' title and five WRC titles for driver Sťbastien Loeb and co-driver Daniel Elena.
Coinciding with the Cyprus Rally, CitroŽn Sport is changing its name to CitroŽn Racing.
The specific qualities of motor rallies – speed, vitality, impetus – are incorporated in the CitroŽn universe with three layered red lines on a white background.

New customer relations

Architecture: Profound network transformation
To enhance customer relations and the brand experience, CitroŽn is transforming its international network of sales outlets, including showroom, reception, sales and maintenance areas.
Outside, transparency, fluidity and colour provide simple and immediately recognisable points of reference.
Inside, the customer experience has been entirely redesigned to lead customers naturally to the services they are looking for. As part of the ever-present CitroŽn universe, dedicated areas highlight the expertise of the Marque’s functions.
The new architecture concept was selected from 12 shortlisted projects by a jury made up of CitroŽn’s main managers and the Landor agency, as part of an international competition.
The winning project embodies the Marque’s ambition and makes the brand adaptable to all network conditions, whatever the location, layout and level of investment.
All CitroŽn’s worldwide sales outlets, including new buildings, redesigns of existing buildings and “revamps”, now have turnkey access to the new modular, three-level offer.
Over a three-year period, CitroŽn’s 8,000 sales outlets will be transformed so that customers all over the world take pleasure in visiting their CitroŽn outlet.
CitroŽn is implementing the new sales outlet architecture internally through an international network of architecture correspondents and externally through a designated network of architects.
CitroŽn already inaugurated this new architectural spirit at C-42, the brand's showcase on the world-famous Champs-Elysťes. Some two million people have visited C_42 since it opened in September 2007.

Among the best on customer satisfaction
The customer’s experience of CitroŽn has to be outstanding in all circumstances.
To this end, the Marque has implemented a set of customer commitments, “The Fundamentals”, in both sales and after-sales.
The Fundamentals include: taking care of customers immediately and on an individual basis; providing fast and clear answers; ensuring personalised vehicle handover and presentation; respecting lead times; giving explanations of work carried out; and performing follow-up after vehicle work. CitroŽn networks are assessed on the basis of these commitments.

New product strategies
Alongside the profound changes in its sales outlets and customer commitments, CitroŽn is also thoroughly transforming its product strategy.
CitroŽn today has the largest and most diverse range in its history. It will continue to differentiate its models, and at the same time accelerate their arrival on the market. Over the next three years, CitroŽn will launch six new models in Europe, at a sustained pace of one launch every six months.
The world is changing. But not in the same way for all. This is why CitroŽn is proposing complementary product strategies, corresponding to the kind of change its customers are looking for.

Renewal strategy
First of all, CitroŽn will continue to renew its main range, for people seeking change rather than an abrupt break. But this strategy is about renewal, not continuity, since each redesigned model has to show visible improvements in all areas.
The new C5 was a significant advance on the model it replaced. The same ambition will hold for the successor to today’s C3 and for the replacement of the current C4.

Development strategy
Renewing models and making them significantly better than their predecessors is already an ambitious programme. But some customers want deeper-seated changes as mentalities shift from “wanting more” to “wanting better”. This strategy is based on two approaches.

Practical but unstinting on pleasure
The first approach, consisting in satisfying fundamental mobility needs, addresses customers who, having reduced their vehicle budgets, are on the look-out for more economical – and more intelligent – products.
Some would describe this as low-cost. But it isn’t. The real challenge for CitroŽn is designing products that are less expensive but with no loss in appeal.
This approach is perfectly illustrated by the C3 Picasso, a real “anti-crisis” car. And, going forward, our C-Cactus project will be an even more accomplished solution.

Motoring pleasure the rational way
In contrast, the second approach favours motoring pleasure, but in a practical manner. Customers here are looking for outstanding products that confer status and bring them an all-new automotive experience.
They want prestige, thrills and refinement, without the rigid codes of traditional upper-range models.
To address this need, CitroŽn is today launching a new line of products to round out its current range. The new line will consist of three new cars, positioned in the B, M1 and M2 segments, launched successively from 2010.
The first illustration of this new product line is the DS INSIDE concept car.
The concept car and vehicle line are characterised by forthright choices on styling, onroad performance and use. These choices naturally imply an increase in price, but this will remain reasonable.
These are accessible objects of desire, cars that stand apart by their creativity, intelligent design and build quality, embodying the very best of CitroŽn. The new product line will buoy CitroŽn’s new spirit of “Crťative Technologie”.
The new line will also have a new naming system. Like the main range vehicles, which carry the letter C and a number, and, like the MPVs, which sport the Picasso signature, the new models will feature a special name: the DS line.
DS stood and continues to stand for a new approach to automobiles and the future.
The Marque is drawing on its DNA to strengthen the positioning of its new product line, baptising these three distinctive vehicles DS3, DS4 and DS5.

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The genesis of a car designed to surprise and enthral 

CitroŽn is reinventing itself. The Marque is transforming its image to place the emphasis on its creativity and ability to innovate. This process is illustrated by a new visual identity, a restyled logo, an evocative new slogan “Crťative Technologie”, and new customer relations. At the same time, CitroŽn is announcing the launch of a new and distinctive line of products, the DS line, heralded by the concept car DS INSIDE.  

The key characteristics of the DS line are: creativity, strong and emotional styling, quality in presentation and finish, driving sensations and functional qualities.

This concept car heralds DS3, the first vehicle in the new line of products, scheduled for launch in 2010. 

“DS INSIDE is a compact, elegant and refined3-door vehicle. Its flowing, sculpted lines convey an impression of smooth, dynamic performance. Every detail of the car reflects this approach to design: flowing design lines with an unexpected touch, like the shark fin that symbolises  DS INSIDE.” Mark Lloyd, Range Manager, CitroŽn Styling. 

Another attractive feature of DS INSIDE is its strong personality. The concept exists in two forms. An alluring version with dark brown bodywork and a metal-flecked roof. And a more non-conformist version of dandy elegance, featuring an eye-catching mix of colours: deep pearl grey with a mirror effect and bright glossy pink. This second bold version is presented for the first time at the 2009 Geneva Motor Show. 


New product strategies to reinvent the brand  

DS INSIDE reflects the new product strategies put in place by the CitroŽn brand. 

The first aim, initiated some years ago, is to continue renewing the vehicles at the core of the range, driving progress forward in all areas. In the same way as for the new C5, for example, a new C3 will one day replace the existing C3 and restate the same ambitions…

The second aim is to satisfy two customer requirements that may be seen as both complementary and conflicting: 

  • Develop vehicles better suited to the needs of these customers, who want cars that are more economical and – above all – more intelligent. The recently launched C3 Picasso is part of this approach, and C-Cactus is a vehicle for the future that takes the process one step further: pragmatism without sacrificing pleasure.
  • Develop cars that play on pleasure and appeal. “These customers are looking for original products with character, products that say something about their owners. Products that deliver a new automotive experience. These customers want prestige, thrills and sophistication. They want all that but without copying the hidebound cues of conventional executive vehicles. And even if they can afford it, they are not ready to pay excessively high prices for specialist vehicles.” Vincent Besson, CitroŽn Director of Products and Markets.

Customers are looking for cars that deliver more sheer enjoyment, in terms of both styling and driving sensations, cars that are more sophisticated but that also meet day-to-day requirements with appropriate functional qualities and a reasonable price tag. CitroŽn’s response: the new distinctive DS line and the concept car DS INSIDE, embodying a bold and innovative approach by the Marque.

An evocative name: DS, Different Spirit 

The new line of products had to have an evocative name that would immediately be associated with CitroŽn. Logically, the brand turned to its heritage. 

Looking beyond its huge renown, the DS name embodies the impudence of a truly French car, bold and non-conformist. In the way that  it expresses design and sensuality, distinction and status, difference and sense, daring and savoir-faire, the DS is compliant with CitroŽn’s identity: a Different Spirit. 

The DS name symbolises innovation and success, styling and technology. It is a powerful component of CitroŽn’s heritage. DS expresses a new approach to cars and a new way of looking at the future. A future inspired by a unique genetic code, passing on the genes of innovation and distinctive design. DS INSIDE is the CitroŽn experience viewed from the inside. 

The future line of products will receive this specific name, together with a number indicating the size of the vehicle: DS3, DS4 and DS5.


Distinctive body style 

The concept car DS INSIDE is an object of pleasure and appeal with styling that reflects creativity and emotion. The eye-catching lines suggest new driving sensations, generous space and comfort, and the highest standards of quality and finish. These design choices will be visible and applied across the entire new distinctive product line. 

“This product line is all about desire, from beginning to end. The products sacrifice nothing in terms of driving sensations and enjoyment. And they make an attractive alternative to the increasingly unaffordable Premium products of the competition.”  Olivier Henry, Head of New Product Positioning, CitroŽn. 

An object of attraction, elegant and sensual, flowing, refined and dynamic, DS INSIDE is as if sculpted from a single piece, a car of smooth, full contours. The eye of the enthralled onlooker slides along the bodywork. The strong sleek sides reveal a body style that is both spirited and sculptural, with emotion lying just beneath the surface. 

The colour of the floating roof contrasts with that of the bodywork. Amidst this apparent tranquillity, a shark’s fin appears to emerge from the waistline. At the front, on either side of the impressive chrome-plated grille, LEDs light up the shark’s captivating gaze. 

Sophistication and flowing design lines. Appeal and attraction. The genesis of a car designed to surprise and enthral. 

A strong personality 

The concept car DS INSIDE surprises onlookers with its personality and its ability to adapt to all needs and all lifestyles. Like a chameleon, DS INSIDE can change its appearance. 

DS INSIDE, dandy elegance 

Elegant and provocative, spirited and non-conformist. These are just a few of the words that we could use to describe the DS INSIDE concept car on show in Geneva. The mirror-effect bodywork in deep pearl grey and the bright glossy pink of the roof and rearview mirror housings makes a bold statement and adds the last – essential – touch of sophistication. 

The fine flecks in the livery of this top model resemble the sheen of a precious pearl, while the contrasting colours express optimism and greedy vitality. 

Every detail of DS INSIDE is designed to charm. The gleaming chrome trim of the headlamps, side blades and chevrons highlights the dynamic and natural elegance of the body style. The colour-keyed 18-inch light alloy wheels, with their chrome trim and flecking reflect the detailed thought that went into DS INSIDE. 

This version of DS INSIDE – dandy elegance – expresses non-conformism and unfailing charm. 

DS INSIDE, sheer appeal 

The concept car DS INSIDE was first unveiled in this version, which is as sophisticated, elegant and voluptuous as a creation by a top fashion designer. This version boasts rich brown bodywork and a metal-flecked roof. 

The deep, mysterious pearlescent bodywork conceals flashes of light and reflections, just as a perfume bottle conceals a dense and precious fragrance. The warmth of the bodywork and the coldness of the metallic paint gives the roof a floating effect. 

DS INSIDE has all the qualities of a refined and sensual object. Extreme care was put into each carefully crafted detail of the bodywork. The contrast and shine of the chrome-plated trim parts underline the dynamic body style. A play of light that is repeated to infinity with the three-dimensional style of the chevrons, headlamps, side blades and rearview mirror housings. This attention to detail can also be seen in the colour-keyed headlamp trim and in the diodes and chrome surrounds of the rear lights. 

This version of DS INSIDE   –  sheer appeal – is  a precious pearl, a jewel whose brilliance is suggested by its chrome-plated diamante wheels. 

© 2009 Julian Marsh/CitroŽnŽt/SA Automobiles CitroŽn