The PSA Group originally consisted of three automobile brands, Peugeot, Citroën and the soon dropped Talbot, but none was considered a “premium” brand. By launching the DS line, Groupe PSA decided to build on the design heritage of the original Citroën DS (1955–1975) designed by Flaminio Bertoni and André Lefèbvre. The DS line started with the Citroën DS3 in the beginning of 2010, a small car based on the floorpan of the new C3. The DS3 is based on the concept of the Citroën C3 Pluriel model and the Citroën DS Inside concept car, and customisable with various roof colours that can contrast with the body panels. It was named 2010 Car of the Year by Top Gear Magazine, awarded first supermini four times in a row by the J.D. Power Satisfaction Survey UK, and the second most efficient supermini (Citroën DS3 1.6 eHDi 115 Airdream: True MPG 63.0mpg) by What Car?
In 2013, the Citroën DS3 was the best-selling premium subcompact car in Europe with 40% of the market share. The DS series is deeply connected to Citroën, as the DS4, launched in 2010, is based on the 2008 Citroën Hypnos concept car and the DS5, following in 2011, is based on the concept car of 2005, the Citroën C-SportLounge. According to PSA CEO Carlos Tavares, DS would keep using the same platforms and dealerships as other PSA models, but would distinguish itself from Citroën cars by using "separate manufacturing and engineering standards".
In China, DS vehicles were sold in separate dealerships beginning in 2014. DS models for sale in China were produced by the Changan PSA joint venture based in Shenzhen until May 2020, when the factory was acquired by the Baoneng Group. The DS 5LS and DS 6WR are only sold in China. With the facelift of the DS5 in 2015, the DS brand was also separated from the Citroën brand in Europe, and standalone DS dealerships are planned worldwide.
In the end of 2023, DS Automobiles announced it was withdrawing from the Chinese market.
The DS Store dealership network was introduced in China in 2014, and in Europe in 2015. In 2021, a number of DS Store dealerships in the United Kingdom were set to close due to "poor volume and little return" of DS Automobiles vehicles, with just 233 new vehicle registrations in the United Kingdom for the company in March 2021. Despite the announcement, DS Automobiles announced a growth plan for the market in the United Kingdom at the end of March 2021, with the company claiming that "new dealerships and personal customer service" was pivotal for success in the British market. The DS Only You privilege club allows members to benefit from personalised services.
Yves Bonnefont (2014–2020) Beatrice Foucher (2020–2023) Olivier François (2023–2025) Xavier Peugeot (2025–present)
Current models include the DS 3, DS No. 4, DS No. 7, and DS No. 8. Discontinued models include the DS 3 (hatchback), DS 4 (hatchback), DS 4S, DS 5, DS 5LS, DS 6, DS 7, and DS 9.
DS Performance is the competitions department of DS Automobiles, which it claims was established to accelerate the electrification transition of the brand. DS partnered with Sir Richard Branson's Virgin Racing team for the second season of the FIA Formula E Championship, competing as DS Virgin Racing, and finished in third place in the 2015/16 season, and fourth in the 2016/17 season. For the 2018–19 Formula E Championship, DS moved to partner with Techeetah, becoming DS Techeetah, and won both the drivers and teams championships with Jean-Eric Vergne becoming Formula E's first two-time drivers champion. This feat was repeated in the following season with António Félix da Costa becoming driver's champion and DS Techeetah winning the teams title for 2019–20. The partnership with Techeetah ended at the end of the 2021–22 Formula E World Championship, with DS then partnering with Penske Autosport to create DS Penske from the 2022–23 season.
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