ICM - Leeds Design Agency

So here’s the new DS3, launched yesterday in Paris as part of Citroën’s new DS range of luxury cars.

The DS3 will undoubtedly be a direct rival to BMW’s Mini and others of a similar proportion.

Alongside the DS launch was the Citroën brand update:

The chevrons have been softened which mimics the lines of the original DS. Not sure about the ‘DS inside’, obviously Citroën are trying to build in some emotion and passion from the original, but I can’t help but think ‘Intel inside’.

This logo leaves me a little cold. Undeniably French in styling, it will take time to warm to it, which I suppose, is Citroën through and throu…

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Citroen is unveiling a new logo and a new range of cars inspired by its iconic DS model in Paris tomorrow, a move it hopes will rekindle the public’s drive for nostalgia, invigorate the car-buying public and boost ailing sales.

Citroen, which is launching the range on the capital’s Champ Elysee, will also reveal an updated version of their chevron logo.

One of the most iconic and beautiful automotive designs of the 20th century, the original DS of the ’50s was as much a symbol of hope and rebirth as a car. Favoured by former French president Charles de Gaulle, it was the car that was carrying him when he survived an assassination attempt in 1962.

It was also adopted by many European stars of the time, including actress and sex symbol Brigitte Bardot. The DS soon became an emblem of France’s economic renaissance during the postwar boom.

The DS, which originally played on the word “deesse” (meaning goddess) was an innovator in engineering concepts that are now commonplace in automotive design, such as complex power-steering, directional headlamps, driver comfort and suspension systems.

The much-loved DS was phased out in 1976.

The new range will be aimed at the more affluent end of the car market and the DS initials will now stand for “Distinctive Series”. Launch of the revamped DS is rumoured to be some time in 2010, initially the vehicle will be launched as a concept flagship for the series.

As a fan of the DS (but not particularly French cars) I’m looking forward to this launch. It will be interesting to see what they do with the Citroën brand too. I’ll keep you post…

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…if it was human.

Like dogs, cats and fine wine, cars age at a different rate to us humans.

There’s a simple formula for calculating your vehicle’s age in ‘human years’. Take a note of the vehicle’s mileage and divide by the model year. The result is your car’s age if it were a real person!

For example; my 1983 VW Camper Van with 112,500 miles on it:

112,500/1983 = 56.73

My camper’s age is equivalent to a 56 year old person. By comparison my relatively new 2007 Polo is a mere 8 year old chi…

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