DS Automobiles plans to draw heavily from the original DS 3 – the model that launched the brand in the early 2010s – for its upcoming redesign. The next-generation DS 3, internally designated as the “No3” in line with the brand’s new naming strategy, will feature a design that is both “sporty” and “futuristic,” according to DS design chief Thierry Métroz.
Reclaiming Past Success
The current DS 3 is the oldest model in DS’s lineup, and sales have lagged behind the No4 and No8. The original DS 3, however, remains the best-selling model in the brand’s history, with over 500,000 units sold. DS is looking to recapture that success by revisiting key design elements from the first generation.
Balancing Retro and Modern
Métroz emphasized that the goal isn’t retro design but rather a modern interpretation of the original’s strengths. The DS 3 Gen1 stood out with its “sporty, simple” aesthetic, especially its distinctive “squarish with a 3D effect” rear lights. DS intends to incorporate these elements into the new model while leveraging “new technologies” to create a contemporary look.
A Focus on Simplicity
The design direction will prioritize a “very clean, very pure, but very expressive” aesthetic, avoiding unnecessary cladding or excessive design features. The team aims to replicate the original’s “super-sleek, very sensible, very round” form in a modern context. The next DS 3 could also explore a new segment entirely, according to Métroz.
“We want to take inspiration from the Gen1, but in a very futuristic way… reinvent the same design, but in a very, very modern way.”
The company’s decision reflects a broader trend in the automotive industry: brands increasingly looking to their heritage for design cues, particularly when reinvigorating underperforming models. The DS 3’s revival will be a test case for this strategy, as the brand seeks to leverage nostalgia while delivering a cutting-edge product.
The next DS 3 is expected in the coming years, and its success will be crucial for DS Automobiles as it aims to expand its market share and establish itself as a premium automotive brand.
