DS is the premium brand of Groupe PSA. The DS marque was first announced in early 2009 by Citroën as a premium sub-brand added to certain models, with DS being an abbreviation of Different Spirit or Distinctive Series (although the reference to the historical Citroën DS is evident), to run in parallel to its mainstream cars. The name is also a play on words, as in French it is pronounced like the word déesse, meaning goddess. Since 2015, the Citroën branding has been dropped from the DS line models, and DS has continued as a standalone premium brand.
DS Automobiles Egypt
In 2018, the first DS Salon in Egypt opened its doors to the public. The opening comprised of the official launch of the DS Automobiles brand after its separation from Citroën, Ezz Elarab has been representing DS as a sub-brand of Citroën since the beginning, and continuing to sell and service DS cars as a standalone brand currently.