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GOOGLING YOURSELF is maybe one of the worst things you can do, according to actress Winona Ryder. “I did it once and someone had to talk me off a ledge,” she said at the time. If DS Automobiles should collectively feel the need to type its own name into the all-seeing search engine, it might empathise. In the ever-telling ‘People also ask’ box on the results page, two of the most-searched queries include: ‘Who makes DS cars?’ and ‘Are Citroen and DS the same company?’

That’s not quite where DS, or its PSA parent company, wants to be. DS Automobiles became a brand in its own right, rather than a Citroen sub-line, in 2015. But not everyone has noticed. The European Automobile Manufacturers Association cites DS’s 2019 market share as 0.3 per cent (although