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 hardware might come from relatively humble beginnings (the C3 begets the basic engineering of the DS3), but it's packaged in such a way that it loses its generic nature, convoluted into something more interesting. Engines are perky and fizzy - even the diesels feel sparky in a DS3 - and sacrifices are made in pursuit of spiritual and mental happiness. Pure practical vision is sacrificed for interesting windowlines; absolute practicality is blunted, just to give us something interesting to look at.
It's all part of the game plan, to engage emotions. People endlessly compare new fashion hardware to Apple products. But when you consider what that represents: clear, stylish functional design that's both reassuringly expensive and jauntily fashionable, you have Citroen's tipping point displayed before you. And in the same way that people will pay exorbitant prices for apps and add-ons to the basic structure, they'll do the same for a car.