What is more unusual is attempting to sell two ranges side by side under the same brand. But that’s exactly what Citroen is trying. Its new DS3 should complement the (also new) C3 upon which it’s based, but it could also end up competing against it, cannibalising sales. It’s due to be joined by the DS4 - a concept will be unveiled at March’s Geneva motor show - and probably in time a DS5 too, to sit alongside the C4 and C5 respectively.
With the DS3, Citroen is targeting competitors like the Mini, whose buyers appreciate interesting design and who also like to trawl through the options list in order to personalise their cars. Citroen is doing that with an ‘anti-retro’ message, doubtless having a pop at the Mini, Volkswagen Beetle and Fiat 500 in the process. That’s despite the DS prefix having obvious retro connotations.
The DS3 certainly looks pretty good though, especially with the contrasting roof paint (surely not inspired by the ‘retro’ Mini Cooper?).
That said, the new C3 also looks neat and distinctive, so is the DS3 different enough?
The other question is whether it’s a ‘premium’ product? From the pricing, it’s hard to tell, especially as trim levels and engine availability vary between the DS3 and C3. For instance, the mid-range DS3 1.6 VTi DStyle costs £13,700 in the UK, compared to the roughly equivalent C3 1.4 VTi VTR+ at £13,190.
So not much of a difference, especially when the larger engine in the DS3 is taken into account (if you want the 1.6 VTi in a C3, you have to opt for the range-topping Exclusive spec and pay £14,590).
On the road, the conclusion from Autocar is that the emphasis is on comfort and style, rather than outright driver appeal. Perhaps that’s exactly what Citroen was aiming for, but it might not be enough to tempt people away from Mini.
Time will tell whether Citroen’s dual range experiment works, but the first car in the DS series seems to ultimately be a three-door C3, albeit with appealing design and sensible pricing.
