DS Automobiles is set to return to its roots with a new generation of the DS 3 hatchback, effectively discontinuing the current, less successful crossover version. This marks a strategic shift for the French premium brand, aiming to recapture the success of the original DS 3, launched in 2010 as a Citroen, which sold nearly 500,000 units. The move is notable because many automakers are focusing on crossovers; DS is deliberately bucking this trend.
Design Philosophy: A Return to Radical Sophistication
Head of design Thierry Métroz emphasizes the team’s focus on recreating the first DS 3’s success. The new model will be priced attractively and feature a striking design, drawing inspiration from the more avant-garde No8 coupé-SUV. Expect low-slung aerodynamics, two-tone paint options, distinctive lighting, and clean surfaces. This design direction is being sharpened in collaboration with Gilles Vidal, formerly of Peugeot and Renault, who is now overseeing brand positioning across Stellantis.
“We are looking to create a new design philosophy for this car. We would like to break [design] codes on this project.” – Thierry Métroz
Platform and Powertrains: Flexibility in a Changing Market
The new DS 3 will utilize Stellantis’s STLA Small platform, set to underpin the next-generation Peugeot 208 and Vauxhall Corsa. While initially conceived for electric vehicles, the platform is now being adapted to accommodate both combustion and hybrid powertrains due to shifting market realities and revised emissions targets. A compact hybrid powertrain, combining a 1.2-liter turbocharged engine with an electric motor, is likely. Electric variants will also be offered, with battery sizes potentially reaching up to 80kWh, improving on current offerings like the Peugeot E-208 and Vauxhall Corsa Electric.
Market Positioning: Competing with Renault and Reclaiming Lost Ground
DS intends to price the new DS 3 aggressively, targeting a price point competitive with the Renault 5 (starting around £23,000), to boost sales and brand awareness. The original DS 3 once outsold the MINI in the UK, and DS aims to replicate that success. The new model will be a five-door hatchback with disguised handles for improved aerodynamics and will not have a crossover sister model. DS is also deliberately steering away from overly sporty styling, seeking a balance between elegance and dynamic appeal.
The DS 3’s revival represents a calculated move to realign the brand with its most commercially successful past while adapting to the evolving automotive landscape. The shift signals a commitment to delivering a compelling, affordable, and stylish hatchback in a market increasingly dominated by crossovers.
