In 2009 we released a concept car that wore the DS badge. It was the first time the world had seen it.
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.
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.