What is it?
Several things to consider here: DS as a premium brand, the B-segment SUV as a thing, and the new DS 3 Crossback as the incumbent iteration of both. We might get more questions than answers, but we’ll worry about that later.
And so to the DS 3. I mean the new Crossback, not the old DS 3, the rather charming 3dr hatchback that in its warmer forms is rather good fun, and which plods along on sale for a short while longer. The DS 3 made the crossover (sorry) from being a Citroën to being badged as a DS, but the supermini won’t represent the brand for long, because DS is all about premium.
PSA group, DS’s owner, knows: premium brands account for 11% of all worldwide car sales, it says, but 37% of profits. PSA – Peugeot, Citroen, Vauxhall/Opel, all distinctly not-premium in their various ways – would like a part of that action. And it’s not afraid to say it. It’s perhaps unusual for a company to declare it wants to sell into “70% of the premium profit pool in the world”. I mean, we know it’s all about the money, but you don’t have to remind us.
Anyway, the old DS 3 doesn’t fit very neatly into this profit pool (conventional small cars don’t) but as a small premium SUV thing, the new DS 3 Crossback very much does. The DS 3 Crossback is 4.17m long, 1.79m wide and 1.53m high, and weighs 1280kg, which means it competes with the Audi Q2 and Mini Countryman.