As Citroen reaches its 90th birthday, the marque has unveiled its new corporate identity and revealed it will be launching an all-new model every six months between now and 2012.
The new model blitz will include the return of the famous DS name last used by Citroen in 1975.
DS models will be more upmarket than their standard Citroen counterparts and promise to compete in quality and dynamic terms with cars from more prestigious marques. DSs will be more expensive than other Citroens, but cheaper than premium brand rivals.
Citroen also promises that DS models will be unique, with plush interiors offering a hand-crafted feel. Driver enjoyment will be high on the agenda, but not to the detriment of practicality.
However, DSs will be sold onlythrough selected Citroen dealers, expected to account for around 70% of the network
First of the range of DSs to arrive will be the DS3 a Mini Clubman-sized supermini that should be on sale in the first half of 2010.
However, the first new Citroen to arrive will be the C3 Picasso, which hits UK showrooms in April.
A more conventional replacement for the C3 supermini should be previewed at next September's Frankfurt motor show before going on sale towards the end of this year.
Then comes the launch of the DS brand with the DS3 and two other, equally individual, DS models expected to follow suit, called the DS4 and DS5.
Finally, in 2012, a new C4 will arrive, said to be as much of a step forward as the new C5 was over its predecessor.
Citroen's new corporate identity includes the first update of the Citroen badge for 25 years.
The new, more rounded, Chevrons will herald a whole new look for Citroen's dealers and marketing. The badge on the nose of all new Citroens will change, while dealers will get a very new look to bring them into line with the youngest model range in Citroen's 90-year history.