DS IS GETTING THERE BUT NEEDS A TRUE FLAGSHIP

THE ORIGINAL DS3 supermini has been the most successful modern DS yet. Ironic, given it’s the car most removed from the DS of the past and also what the brand wants to become.

The truth is DS hasn’t really stood for anything clear and consistent since its rebirth in 2009. Those original DS3, DS4 and DS5 models wore two different badges (Citroën DS and then just DS) in their time on sale, not great when you’re trying to establish any new brand, let alone a premium one.

At last, DS seems to be heading in the right direction. While the 3 and 7 Crossbacks at least helped to distance the Citroën connections without being game-changers, DS seems finally to be able to show more of what it’s about – relaxed, comfortable dynamics and pleasing quality and design lacking the aggression of German models – with the impressive 4 hatchback and now the 9 saloon (road test, p34).

But it needs to go further. While the 9 may nominally be the flagship, DS really needs a flagship model that makes a real statement, with a ‘wow’ factor in its design and technology to make the brand much more than simply an ‘alternative’ to its German rivals. A bit like the original DS, then. Just what would the 2022 version of that car be like?