Skip to Content

DS, a 70 year history

Symbol of French elegance and savoir-faire

Paris, 23 January 2025
Whether as a work of art, movie star or presidential vehicle, the legacy of the DS is now rooted in the Brand’s timeless DNA, which inspires it to come up with cars embodying the French art of travel. A true revolution in the automotive industry driven by its bold design and avant-garde technology, it quickly established itself as a global symbol of French elegance and expertise and a legend through its charisma that goes far beyond the sphere of automobiles.

An iconic model embodying much more than a car

FATHERS OF THE DS

 

 

Launched in 1938 by head of Citroën Pierre Boulanger, and pursued by Pierre Bercot, its successor from 1950 onwards, the VGD (VGD for “Véhicule à Grande Diffusion” or mass-production vehicle) project only comes to fruition 17 years later with the launch of DS 19 in October 1955.

 

Three men in particular are involved in its design and development.

  • The first, André Lefèbvre, an aeronautical engineer by training, is a passionate advocate of front-wheel drive, as well as aerodynamics, light-weight design and the centring of mass.
 
  • The second, self-taught engineer Paul Magès, creates the hydraulic system. He invents the famous hydropneumatic suspension, together with the hydraulic powered steering, clutch and braking systems on the DS.
 
  • Lastly, talented stylist, sculptor and painter Flaminio Bertoni, with his team of designers gives the DS its revolutionary and elegant lines.

1955 MOTOR SHOW: THE DS MAKES ITS DEBUT IN PARIS

 

 

On Thursday 6 October 1955 the DS 19 makes its debut at the Paris Motor Show.

 

Under the stately vaulted ceiling of the Grand Palais, the unveiling of this hitherto secret car elicits both astonishment and admiration.

 

Its avant-garde yet elegant lines instantly set a new benchmark. Visitors and journalists are literally spellbound.

 

Competitors can only applaud the newcomer’s genius.

 

Legend has it that 12,000 DS 19s would be sold by the end of the day and that when the show closes its doors 10 days later, some 80,000 orders have been taken!

THE 1950's: DS TAKES OFF!

DS production begins on 7 October 1955 at the factory on the Quai de Javel in Paris (France), the day after its Paris Motor Show debut. Such is the innovative look of the first models appearing on the road, crowds often gather. The car’s pioneering technical and aesthetic solutions stir endless curiosity since, not content with being a real automotive sculpture, the DS is also a focus of advanced technology.

 

For example, its remarkable hydropneumatic suspension provides unprecedented levels of roadholding and comfort. Another new safety feature, its extremely powerful hydraulically assisted braking system with front disc brakes, give it such short stopping distances that it genuinely confuses some seasoned drivers when they first experience the DS.

 

Several versions of DS 19 are launched during the 1950s. The first is ID 19 introduced in October 1956, followed by the estate, family and commercial versions that appear in 1958, at the same time as DS 19 Prestige. DS 19 also breaks new ground in 1958 by offering a choice of bodywork paints that go from four colours to an unheard-of eight! The first styling upgrades come the following year in 1959, with the body shape refined by lengthening the rear wings and adding large, “ashtray-style” air vents to the front wings.

 

From the word go, DS 19 enjoys a highly international career. It is assembled in the UK and Belgium from 1956, and in South Africa starting in 1959. As a symbol of French elegance and avant-garde, the car is exported across Western Europe, to almost all Commonwealth countries, including Canada and Australia and to the United States, where it quickly builds a large base of die-hard fans.


DS without wheels at the 1961 exhibition
Directional headlights at night
Citroën Javel factory

A MILLION DS' BUILT!

The millionth DS, a brand-new DS 21 Pallas Electronic Injection, is produced at the Javel factory on 7 October 1969. In Metallic Sable colour, including the roof, it then goes to the Paris Motor Show, open since 2 October and where its place had been reserved. There, it’s entered into a draw in front of a court bailiff and won by Gilles Delègue, 22, a second-year engineering student at the Ecole Centrale.
2014: LAUNCH OF THE DS AUTOMOBILES BRAND

Founded in Paris on 1 June 2014, DS Automobiles becomes a brand in its own right. Its aim is to further the values of innovation and difference inherited from the 1955 DS in order to embody the French art of travel. In 2025, DS Automobiles offers a global and diverse range with DS 3, DS 4, DS 7 and N°8.

 

Designed for customers seeking something different, who want to travel the world and enjoy every moment, DS creations stand out through their charismatic design, interior refinement, sophisticated technology and first-class comfort. Combined with a suite of bespoke services, they offer a unique brand experience before, during and after each journey.

 

With numerous records since its entry into Formula E in 2015, including two double Teams’ and Drivers’ titles, DS Automobiles is at the forefront of electrification and sells each of its models in an electrified version. The Brand also offers 100% electric drivetrains as well as self-charging and plug-in hybrids with up to 360 hp and four-wheel drive. In 2025, DS Automobiles is accelerating its transition to all-electric with the arrival of N°8, a new model offering up to 750 km range.

 

With a presence in 40 countries, the DS brand has an exclusive distribution network that includes nearly 450 DS STORES around the world.


2025, DS N°8: AN INVITATION TO THE ELECTRIC JOURNEY

Inspired by the DS AERO SPORT LOUNGE concept, DS N°8 enjoys impeccable quality, extended range and total comfort making it the most serene of electric cars.

 

DS N°8 embodies dynamic serenity more than ever through a new kind of SUV Coupé. DS N°8, the first 100% electric design from DS Automobiles, has a combined range of 750 km (WLTP cycle) and more than 500 km on the motorway thanks to an outstanding Cx of 0.24.

 

With a power output of up to 350 hp, available in two or four-wheel drive, DS N°8 redefines the standards of comfort and embodies a new French Art of Electric Travel.