In 2009 we released a concept car that wore the DS badge. It was the first time the world had seen it.
BOLD & PROGRESSIVE
Introducing a New Philosophy
DS Inside previewed a range of cars that would be dynamic to drive, have strong, emotive styling and high quality materials used and finished in a premium way. It was the bold, progressive philosophy we’re now famous for.
PLAYING WITH PERSONALISATION
DS Inside introduced some of the styling cues that feature on DS cars to this day. It also presented DS 3 to the world, showing how our designs translated into reality
There was the floating roof, the shark fin shape behind the door pillar and the adventurous use of paint. Two DS Insides sporting dramatically different colours hinted at the part personalising your car would play with us.
DARING TO BE DIFFERENT
Elegant, spirited and non-conformist, DS Inside showed how DS was planning to shake up the world of car design