Citroën and DS: A shared future? Analyzing the persistent rumors

For some time now, like many of you, I've been seeing rumors and questions blossom regarding the future of our two beloved French brands within the Stellantis galaxy. The topic of a possible return of DS Automobiles to being simply Citroën's premium entity, much like the situation before their official separation in 2014, has been a recurring theme. This idea has been significantly fueled by another piece of news stirring our community: Citroën's potential entry into Formula E, a championship where DS Performance has excelled since its inception. These whispers from the grapevine, as exciting as they may be, deserve a moment of careful consideration. So, what is really happening behind the scenes? What could the shared—or separate—future hold for these two brands so dear to our hearts? Let's try to shed some light on the matter.

The great Stellantis chessboard and the quest for savings

To fully grasp the situation, we must first look at the bigger picture. Since its creation, the Stellantis group has managed a particularly vast and diverse portfolio of brands—fifteen, if we include the recent integration of Leapmotor. Within this empire, a Premium cluster was clearly identified, comprising DS Automobiles, Lancia, Alfa Romeo, and, at a higher tier, Maserati. The goal was to create synergies while allowing each brand to express its unique identity. However, the global automotive landscape is complex, marked by colossal investments in electrification and ever-fiercer competition. Faced with these challenges, the need to achieve substantial cost savings has become a top priority for the group. It is in this climate that the most radical rumors have emerged, suggesting the possible discontinuation of certain less profitable brands. The name DS is sometimes mentioned, with a scenario involving its reintegration into the Citroën lineup to crown the top of the range. Yet, by closely observing the signals, another, more subtle and perhaps more logical path seems to be taking shape.

Intelligent coexistence over a complex merger

An outright disappearance of the DS brand as it exists today seems unlikely. One only needs to look at its product momentum: the brand is in the midst of a complete range renewal, with the highly anticipated arrival of the large sedan known as the "N°8" project. After investing so heavily in creating a distinct identity, a separate distribution network, and a premium brand image, a complete reversal would not only be extremely costly but would also risk creating considerable confusion in the minds of customers. Imagine the message this would send to the market after a decade of efforts to establish DS as a purveyor of French-style luxury. A far more pragmatic path could therefore involve the coexistence of the two brands, which occupy entirely different market territories, but having them managed by a single management team. This strategy would allow for significant economies of scale in key areas such as marketing, communication, and back-office functions. The Citroën teams would thus manage both entities, Citroën and DS, by optimizing resources. The cars themselves would remain fundamentally different, targeting distinct customer bases. Citroën would continue to develop its offering focused on audacious comfort and accessibility, while DS could fully flourish in the premium segment, starting its range where Citroën's ends—that is, above the current C5 Aircross.

It is crucial to remember that everything we have discussed so far is, for the time being, speculation and analysis based on rumors. We must therefore remain level-headed and await official announcements, particularly the presentation of the new strategic plan for Europe by Antonio Filosa, the new head of the region for Stellantis. It is likely then that we might learn more about the future connections between the brands. Nevertheless, the hypothesis of a shared management for Citroën and DS would have the merit of preserving the integrity and territory of each brand. It would give DS the necessary time to continue its development and reach maturity, all while generating welcome savings for the group. Such an operation could also serve as a blueprint for other pairings within Stellantis where managerial alignments would be relevant, such as between Alfa Romeo and Maserati, or Fiat and Lancia. Time will tell, but one thing is certain: the future of our French brands promises to be a fascinating story to follow.