Three new models are featuring on the DS Automobiles (Citroen DS as was) stand at the Geneva Motor Show this week, all exuding plenty of what makes DS tick: style. Alas one of them is there in spirit only…
That model is Iris Apfel, the new ‘face’ of DS in a TV commercial for the latest DS3. Now it’s not every new car campaign that’s fronted by a 94-year-old (more’s the pity, some might say) and Iris – a global fashion guru who’s ‘driven by style’ every bit as much as the avant-garde French marque – does a wonderful job.
If you haven’t already seen the ad we recommend you take a look:
Alas Iris doesn’t care for travelling (or probably motor shows…) so is wisely staying put in New York while DS’s other models take the limelight in Geneva, only the second time the DS brand has exhibited there as a separate unit to Citroen.
Most attention is focusing on the dramatic-looking E-Tense electric sports coupe concept. And it does make an appealing prospect, merging DS’s design-led approach with the sort of alternative-fuel technology that the brand is obviously sold on: it is already a major player in the Formula-E electric racing car series.
The show car – fully driveable by the way – certainly promises to deliver on the road, with 400bhp for 0-62mph in 4.5secs, a top speed of 155mph and range of up to 200 miles. A very contemporary interior with its cold-steel dashboard blends with typically fine DS materials, while in a nice nod to the original 1955 dee-esse the design features rear indicators mounted high up on the roof. Inside and out, it’s a bit of a stunner, and a convincing statement of intent.
So will you be able to buy one? Almost certainly not. But the concept contains lots of design cues, materials and technologies –including that electric drivetrain – that are certain to influence the crucial next generation of DS production cars.
In fact it already has: the leather ‘watchstrap’ seat covering of E-Tense is available today in the new DS3.