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
People will pay to be the same but different. You offer the acceptable face of hip urban tribalism, then you immediately offer them a carpaccio of individualism so thinly sliced and premium-priced that they think they thought of it themselves. The market thanks you for overcharging for a roof sticker. The DS3 is that car. Contrasting roofs, wheels, option packs, graphics, interior treatments; very few DS3s will leave the production line the same. And that makes people excited, because it allows them to be an individual who's also one of the crowd.