Citroen's retro DS labelling has been resurrected for their new three door version of the C3 supermini sized range.
The new C3 is already popular as a five door hatch and highly rated as a people carrier with the C3 Picasso, but to compete in the trendy and sporty three door sector along with the MINI, Alfa Romeo MiTo and perhaps the Fiat 500, Citroen needed a classy and hopefully desirable label.
Drive forward the iconic Citroen DS label of long ago, add in the '3' for model range and there you have the DS3, a fun, smart and eye-catching three door supermini which is made even more attractive with Citroen's renowned aggressive pricing policy.
Citroen's world with the DS3 starts at just £11,700 for the petrol VTi 95hp DSign, rising to £15,900 for the top-of-the-range petrol THP 150hp and diesel HDi 110hp DSport models.
In all there are five Euro V compliant engine choices - three BMW co-developed petrol units - 1.4-litre 95bhp 1.6-litre 120 and 154bhp units and two modern Citroon HDi 1.6-litre diesels - with power outputs of 90 and 110bhp. An auto transmission option will soon follow.
Equally as important as the purchase prices are the running costs, so DS3 customers can take advantage of a fixed price servicing offer. Costing £199 this covers all recommended and scheduled servicing, and brake fluid replacement for up to 3 years/35,000 miles.
For good measure, depending on the engine emissions, road tax ranges from £0 to £155 and if it is a company supplied car then Benefit-in-Kind tax ranges from 13 to 19 per cent. Insurance costs are also competitive ranging from 12E to 22E on the new 1-50 scale. Costs might be low but safety is high with a top five-star EuroNCAP rating.
DS3 specifications
DS3 is available in three trim levels: DSign, DStyle and DSport. An environmentally-considerate DStyle 99g version - equipped with a new version of the HDi 90hp diesel engine is also available and, as its name suggests, this models emits just 99g/km of CO2.
With the three-door eye catching DS3 styling as standard, DSign models are far from being a basic proposition - not the case with many competitors' entry-level models in this class.
The DSign trim features generous levels of standard equipment, which includes leather steering wheel, an MP3-compatible CD player with steering mounted controls, front fog lights, electric door mirrors, cruise control with speed limiter, ESP stability programme, six airbags, electric windows, remote central locking and Gear Efficiency Indicator.
At the heart of the range, DStyle models gain the striking front bumper mounted LED lights, air-conditioning, dark tinted rear windows, contrasting body and roof colours, roof coloured painted door mirrors with a chrome base, shiny-finished black dashboard and 16-inch diamond-tipped alloy wheels.
The DStyle 99g/km version is based on the DStyle trim but externally the only difference is the use of 16-inch steel wheels with wheel covers in place of the DStyle's 16-inch alloys.
Combining classy touches with sporty styling, DSport models feature chrome side rubbing strips, a rear spoiler with an integrated third brake light, a chrome double exhaust pipe, drilled aluminium pedals and 17-inch black diamond-tipped alloys.
The 'Connect Signature' pack, which includes Bluetooth, USB socket and the eight-speaker Hi-Fi system is standard specification - as is automatic digital air-conditioning.
DS3 customisation
But the proud and individual ownership proposition doesn't stop there: Citroen say each DS3 experience is unique, because each car is designed for the individual, by the individual.
With a comprehensive choice of customizing options - unusual for a new car by a mainstream manufacturer - each DS3 can be tailored to a driver's own performance, style and technology preferences.
Delivering dynamic sporty looks or a more elegant chic appearance there are 38 body and roof colour combinations to choose from, whilst door mirrors, wheels and wheel centre caps are available in a vast range of colours and combinations.
DS3 even offers a selection of 'Spirits', which include stylish roof graphics and matching carpet mats. My test car had a black roof covered with white spots and looked as if it had been 'spotted' by large birds. Distinctive for sure.
Inside, drivers can select from several colour cloths and premium leathers, with the dashboard available in up to six finishes including red, blue, white and even aluminium or carbon fibre effects. The gearstick knob is also offered in several different colours, which blend with satin-finished chrome.
Using a special DS3 'configurator', the DS3 personalisation process starts with customers selecting their preferred engine and trim level.
Depending on their initial choices, buyers are then presented with a choice of body colours, roof colours and roof graphics, as well as a host of other features to select from - such as chrome door mirrors and chrome rubbing strips; alloy wheels in different sizes, styles and colours; front bumper LEDs; upholstery materials; and the colour schemes of the dashboard and gear knob.
There are also equipment 'signature' packs to choose from, which include executive car features such as automatic headlamps, rear parking sensors, MyWay satellite navigation, Connecting Box (Bluetooth with USB socket) and a front central armrest.
As a reminder of the bespoke nature of DS3 ownership, a disc mounted in each key fob is finished in the same colour as either the car's body or roof.
Design and quality
Having missed the usual motoring media first test drive event due to a long-booked holiday, when the DS3 test car in DSport specification with the 1.6-litre THP 150 petrol engine arrived on my driveway I was surprised. Not just because of its very smart and distinctive styling but even more so by the quality and design of the interior.
This model has certainly moved into the same classy arena as the very top specification Mini Coopers but it will take time for Citroen to re-establish the DS as a desirable iconic label which the Mini under BMW's ownership has.
Driving the DS3
I have to admit, I was not expecting the DS3 to be so smart or so well put together. In my life of testing new cars on a daily basis you get to know what to expect. The DS3 proved that theory to be wrong in this case.
But not only did it look and feel good it drove beautifully and it is roomy in the front and not too bad in the rear. It does not have the go-kart precise handling performance of the Mini but it does have a far more compliant and comfortable ride given the potholed state of our roads. The car felt well balanced with plenty of predictable grip and it was very civilized to drive.
The engine we already know well. The 1.6-litre, four cylinder unit boosted by a turbocharger produces 154bhp, but more importantly 177lb ft (240Nm) of torque from just 1,400rpm so it is very responsive from low speeds requiring the minimum of use from the six-speed manual gearbox.
I have to say that transmission has a gearchange operation which is silky smooth and precise and the gear ratios are perfect for real life driving. Unfortunately without the tall gearing it means that the official CO2 rating of 155g/km is relatively high.
But the fuel economy during my test drive week was an acceptable 39mpg, not far short of the official 42.2mpg figure. Top speed is an impressive 133mph and the zero to 62mph dash takes just 7.3 seconds.
Without doubt the DS3 DSport 1.6 THP 150 is my nice surprise new-car package of the year so far, and I hope people are not put off by it being 'just a Citroen'.
Citroen DS3 MILESTONESCitroen DS3 DSport 1.6i b16V THP 150
Price: £15,900 (+ affordable options)
Engine/transmission: 1.6-litre, four cylinder, turbocharged petrol, 154bhp, 177lb ft (240Nm) of torque from 1,400rpm, 6-speed manual
Performance: 133mph, 0-62mph 7.3 seconds, 42.2mpg (39mpg actual), CO2 155g/km, VED road tax £155, BIK tax 19%
Insurance group: 22E
Dimensions: L 3,948mm, W 1,715mm, H 1,483mm, boot/load area 285-980-litres
For: Lots of style and equipment for the money, very smart design and its well put together, drives really well and it's nicely balanced with a comfortable ride
Against: Perhaps does not yet have the premium badge for the image conscious owner, relatively high CO2 emissions