DS Automobiles is undergoing a significant rebranding effort, aiming to move away from the premium market and instead focus on its historical ties with Citroën. Xavier Chardon, who now oversees both Citroën and DS Automobiles, emphasized that DS has never been a premium brand and is instead a "distinctive" brand with its own identity. This marks a major strategic shift, revisiting a previous strategy from Carlos Tavares, who once sought to position DS as a French competitor to German automakers. The move comes as the brand faces a steep decline in sales, with European registrations dropping from 48,276 cars in 2023 to 29,042 in 2025 — a nearly 40% decrease over two years. For the first eight months of 2026, DS recorded 17,082 registrations, a 17.8% drop, in a market that saw overall growth of 5.8%. Chardon made it clear that DS will not follow the strategies of German competitors, stating, "We are not here to copy the Germans," during the unveiling of a DS concept car to the press. He wants to build a brand identity rooted in the company's heritage rather than imitating others. "When you imitate a brand, by definition, why buy the imitation?" he asked. However, he also ruled out positioning DS as a generalist brand, instead pushing for a stronger identity based on French expertise, comfort, technologies, and services. The average price of a DS vehicle is about twice that of a Citroën, and the two brands aim to appeal to different customer segments. Dealers are expected to adapt to this new positioning, turning the "distinctive" identity into compelling sales arguments. The challenge remains whether DS can attract enough buyers to justify the necessary investments, especially since there are currently no plans to integrate showrooms for both brands. Chardon mentioned that efforts are underway with dealer groups for both Citroën and DS to improve profitability while maintaining the unique customer experience for each brand. The integration of management between Citroën and DS opens up opportunities for collaboration, such as expanding their dealer networks in key markets like Germany, where DS currently operates around twenty sites. Corporate clients are an initial area of cooperation, as DS models, Citroën passenger cars, and utility vehicles can address different needs in fleet sales. However, improving profitability still depends heavily on sales volume, with the N°7 model, launched in France in October 2026, playing a crucial role in this effort.