DS etymology: What does its name mean?

The DS marque has now been split off from Citroen, and is Groupe PSA’s new luxury brand, but what does its name mean?


When the DS models were still part of the Citroen range, PSA PeugeotCitroen stated that the letters DS stood for “Different Spirit”.

More recently, when DS was split off from the Citroen marque in China, with the launch of the DS Wild Rubis concept, there was talk that it now meant “Distinctive Series”.

Either way, the DS name is a clear reference to the iconic Citroen DS. That car, launched in 1955, has its letters pronounced as dee-ess, which sounds the same as déesse or goddess.



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Derek Fung

Derek Fung

Editor-at-large — Derek has a lifelong love for all things automotive, from the dullest Camry to record shattering Bugattis. Prior to starting up Between the Axles he was a reviewer for CNET Australia and the founding editor of its Car Technology channel. [Read more]


DS etymology: What does its name mean?