The smallest and most affordable of the upscale DS line-up, the DS3 model has been produced in 300, 000 units at Citroen’s manufacturing Poissy site in France – a success for the ailing carmaker.
PSA Peugeot Citroen has been fighting to get “Back in the Race” – just to paraphrase new CEO Tavares strategy to uplift the company – and while Citroen as a brand has had mixed results over the latest decade or so, the idea of moving the brand a bit upscale with a separate, more premium line has been fruitful.
So much that under the new management the DS line-up will get full brand status, while Citroen has been relegated to the “affordable” position in the company. So, there’s no wonder the Citroen factories are churning out more DS vehicles – as they bring a higher earnings margin.
The 300,000th DS3 produced at the Poissy factory is part of the all-new limited edition “So Irresistible”, is clad in a Perla Nera black body paint and also features the newest addition of the model – the new Xenon Full LED light signature.
Featured on 2014 models, and acting as a model year refresh – much in the case of US models, which get a change or two each year to keep them fresh – the new light signature is available on both the regular DS3 and on the Cabrio model. There’s a brand new light assembly that mixes both LED and Xenon modules and adds sequential indicators ? a world’s first, according to the French brand.