The DS brand will drop the Citroën badge in Europe next year and aims to be challenging Audi by 2020, according to PSA chairman Carlos Tavares.
Speaking to Autocar Tavares said: "From 2015 DS will be disconnected from Citroën. We don't need to have separate platforms, or even separate dealers, but we will have separate manufacturing and engineering standards".
The aim is to match the appeal and exclusivity of Audi by the next decade. "DS can be an Audi rival by 2020. The products in the pipeline are extremely exciting but we are not going into premium as we're not going to be fighting the Germans with the same weapons.
"We want to convey a French sophistication, trendiness and the French way of life. The Germans can't do this and we'll see some concept cars that will back this up."
DS brand boss Yves Bonnefort has already admitted that the company will expand from three to six models in the coming few years, including a luxury saloon for China, the DS9, an SUV and, possibly a Fiat 500 rival for Europe.
At next month's Paris motor show it will unveil the Devine DS show car, previewing a new look. Tavares, however, is keen to stress that the brand won't be looking for Audi-style sales volumes.
"We have to be patient about sales and I don't want to measure success in this way. We'll measure it in per unit profit and making huge margins. This is a long run 20 to 30 year story," he said.
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