First look at upmarket interior of Citroen’s DS Inside concept car

Moving up in the automotive world is a difficult task, whether it's Acura trying to reach tier 1 luxury status or Hyundai-Kia seeking recognition as a globally competitive carmaker. Citroen has faced its own difficulties in recent years, producing products that outstrip the brand's reputation. The French carmaker recently unveiled a new concept car named after its legendary DS that previews a future range of upmarket vehicles that will help kick off the transformation into a “near-premium” brand.

The concept was the compact DS Inside, which was first displayed back in March at the Geneva Motor Show. The DS moniker this time around stands for "Different Spirit" and the concept provides the basis for a new line of cars to be named DS3, DS4 and DS5, hinting at bigger and better models to come. The first of these will be the DS3, which has already been spied testing in prototype form.

Today, Citroen has given us the first look at the interior of the DS Inside concept car, revealing a stylish and upmarket new design trend that looks almost production ready. Aimed squarely at cars like the Mini Cooper, the DS Inside features full leather upholstery, sporty bucket seats, and an intricate center console with piano-black trim. The premium theme is further emphasized by the thick carpeting, vinyl roof lining, and special DS badging.

Citroen's campaign is intended to help realign the public's perception of the brand to better fit with the near-premium product line it offers. The global effort comes as the French carmaker celebrates its 90th anniversary in the business, making 2009 a time for both tradition and innovation. The new logo that debuted at that time can be found on the new DS3.

A re-ignition of the DS line is just one line of attack for this global re-branding scheme. The DS held the top slot at Citroen for 21 years, starting in 1955 and running through 1976. Despite the ensuing 33-year hiatus, the iconic outline of the DS is still the first thing that comes to mind for many car enthusiasts when the Citroen brand is mentioned. The new DS Inside bears little or no resemblance to that legendary silhouette, however.

Other efforts, in terms of customer service, dealer relations, service and maintenance standards as well as the product initiative, will help Citroen present itself as a more up-scale carmaker.