Citroën separates DS and C line design departmentsFri, 11 May 2012 00:00:00 -0700
Citroën is reorganizing its design division in order to create a dedicated design department for its semi-premium DS line of models, led by Thierry Metroz. The new structure will come into effect on 1 June. Alexandre Malval, former head of styling for the DS5 and C5, will manage the mainstream C line.
“To support the move upmarket and international expansion of Citroën, particularly in China, it is important to make a clearer distinction in styling between the C range and the DS line, each in their respective fields,” explains Frédéric Banzet, Managing Director of the Citroën brand.
When Car Design News interviewed Citroën’s Design Director Thierry Metroz in Beijing he explained how the C and DS models would become more distinct, with the latter losing the famous chevron emblem on its nose altogether, “I think that probably in the future they will disappear. Because as a near-premium brand, the first thing of importance is the shape of the grille. That's how you identify the car, at 20 meters, 100 meters.”
While the DS line appears to go from strength to strength, with a very clear design strategy, where does that leave the C range? “We would like to rediscover some of the simple ideas for Citroën. Some of these references in the world about a human centre, being very easy to use, very simple,” Metroz told Car Design News.
“Not in terms of styling, but conceptually we keep the essence of C-Cactus in our minds. I think we've reached the end of the ‘always plus' in car design. So I think now it's time to stop and look again.”
Interview: Citroën’s Thierry Metroz and Carlo Bonzanigo on DS and the Concept Numéro 9
Design Review: Citroen Tubik concept
Design Review: Citroen DS5
By Owen Ready