2010 Top Gear Awards: Small Car of the Year
'The DS3 is the car that will lift Citroen right out of the Happy Shopper Basket of Doom'
Posted: 08 Feb 2011
The marketing is part of the strategy, obviously. Happily marching down a path trod firm by the Mini and 500, the DS3 offers downsizers somewhere to discreetly put their cash, a place to get some of the big-car feel distilled in a small-car package. It sits at the apex of luxury and practicality (both in the physical and financial senses), and is underpinned by the most important ingredient - it's fashionable.
Indeed, the DS3 manages a neat trick of vehicular androgeny, a stylish but essentially blank-faced canvas, until a buyer decides how their car will look. The basic DS3 is neither a ‘boy's car' nor a ‘girl's car' - it chameleons very much depending on the spec choice - something, incidentally, a Mini always managed quite well and something the Fiat 500 always had to cope with by intimating irony.