DS Automobiles

DS is the premium automobile marque of Groupe PSA. The DS was first announced at the beginning of 2009 by Citroën as a premium sub-brand applied to certain of its models, running in parallel with its mainstream brand. DS can be an abbreviation of Different Spirit or Distinctive Series (although the reference to the historical Citroën DS is evident). The name is also a play on words, as in French it is pronounced like the word déesse, meaning goddess.