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.