The recent past has not been particularly rosy for Citroën and its parent company, PSA.
Only in 2015, Europe’s second-largest car maker had to be bailed out of dire financial straits by the French government and its Chinese partner, Dongfeng Motors.
Tepid demand in Europe for new cars was blamed, although the group’s equally tepid product line-up could be rightfully identified as doing it no favours.
One remedy to the patent lack of elan was the formation of DS Automobiles, a large-scale rebranding exercise intended to inject some Parisian-style flair.
Despite its utterly conventional platform, Citroën insisted the car wasn’t conventional at all and described it as a hybrid of a saloon, a coupé and a compact 4x4 – in other words, just the kind of avant-garde amalgamation it had conceived the DS badge to deliver in the first place.