It’s just over a year since Citroen’s upscale DS became a brand in its own right and the flagship DS5 model is currently being rolled out globally. It hits the UK at the beginning of July and while Britain is an important market, it’s apparent that the French marque’s thoughts are elsewhere.

Media at the UK press launch for the DS5 were shown a first airing of the car’s television advertisement – which had a distinctly Chinese flavour. Citroen and its PSA stablemate Peugeot are long established in China and this market is expected to be a happy hunting ground for the DS brand.

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Yves Bonnefont, CEO, DS Automobiles, said: “The New DS5 is more than just a new car. It is the car introducing our brand identity. Sixty years on from the original DS, New DS5 carries all the genes of DS. Above all, it is a clear statement of our ambition: to revive the tradition of French premium vehicles.”

The original DS, launched in 1955, became a design icon although the latest model is somewhat more conventional. The face of the DS5 gains a vertical grille incorporating the ‘DS Wings’ signature and a new headlamp design which will ultimately feature on all DS models.

With DS, Citroen is on a push upmarket where margins are better but can the brand compete with the German prestige marques? Insiders at the UK press launch said PSA chief Carlos Tavares was determined to succeed and prepared to play a long game.

After all, said one, it took Audi a long time, but it can now compete with BMW and Mercedes.

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With introduction of the DS5 came the news that PSA is also looking at establishing a flagship ‘DS World’ in central London as well as attaching DS ‘salons’ alongside Citroen dealerships that help separate the brands.