Tue, 14/02/2017 - 12:00

The DS brand is launching DS 3, its Parisian chic, distinctively styled, technology-loaded city car in Iran at the Tehran Auto Show.

Represented by its exclusive distributor in the country, the ARIAN Group, DS is continuing to build its presence there following the opening a year ago of the DS STORE in Tehran, the first DS STORE in the Middle East. With the addition of DS 3 today, the DS range features four models – DS 3 hatchback city car, two premium-category sedans, the two-box DS 5 and three-box DS 5LS, and the compact SUV DS 6. With this range, DS Automobiles is offering an outstanding selection of cars, all with upscale trim, a Sport Chic version, powerful and efficient petrol engines, and six-speed automatic gearboxes.

DS 3 is in the spotlight at Tehran’s Shahr-e-Aftab International Exhibition Centre, in the impossible-to-miss pavillon 1A, from 14 to 18 February 2017.

“The Teheran Auto Show, which opens its doors today, testifies to the vitality of this country’s car market and to the enthusiasm of Iranians for this sector. Just a year ago we were launching the DS Automobiles brand with our partner ARIAN Group. Today our offer of a diversified range shows how far we have come. This range is continuing to grow with the launch of DS 3, our worldwide best-seller, and it will soon grow even more,” says Yves Bonnefont, CEO of the DS brand.

For Daryoush Biria, president of ARIAN Group, “launching DS 3 is a great moment for us, and by doing it during the auto show, we reach an even larger audience. We are very pleased with this new edition of the Tehran Auto Show. It is an exceptional showcase that gets a lot of coverage all over the country. It offers a fabulous opportunity to plunge into the universe of DS Automobiles and to show people all the advantages of this premium French brand inspired by French luxury know-how.”

The Tehran Auto Show is returning after a 12-year absence. The 2017 edition is held from 14 to 18 February 2017, with 250 exhibitors from all over the world and more than 3 million visitors expected. During these few days, the Shahr-e-Aftab International Exhibition Center in Tehran is an exciting destination for long-time and new car enthusiasts, both young and old.


The DS brand, which was launched in Iran on 25 January 2016 in partnership with its exclusive local distributor, ARIAN Group, is exhibiting at this major national automotive event.

Four models are showcased on DS’s 300 m2 stand in Pavilion 1A, which everyone must pass through on their way to the show’s eleven halls. One of those models is a big surprise: the Brand’s best-seller, the DS 3 city car, is made its Iranian debut today on the stand, where it is officially launched by ARIAN Group president Daryoush Biria. Visitors have the chance to take a close look at this Parisian chic, distinctively style, technology-loaded city car. The DS 3 on display is the Sport Chic version with a Pearl White body, black roof and a Nappa Crescendo leather interior.

Joining DS 3 on the stand are the other models in the range sold in Iran today:

  • DS 5, the Brand’s flagship, in the Sport Chic version, with a Galena Grey body and Tawny Brown semi-aniline leather in the interior
  • DS 5LS, the luxury sedan, in the Sport Chic version, with a Whisper colour body and Habana Nappa leather in the interior, including on the dashboard
  • DS 6 SUV, powerful and sophisticated, in the Sport Chic version, with Mars Brown Nappa leather on the watchstrap seats and dashboard

Visitors to the show are able to try out the models in the range at the test drive centre located on the site. They are be able to buy them.


Manufactured in the Paris region, at Poissy, DS 3 stands out owing to unique features such as its “floating” roof, bi-tone body, and waistline with a shark’s fin-shaped side pillar, all signatures of the DS 3’s personality. Its unique styling also finds expression in the many options for personalisation, with a large range of colour combinations for body and roof. Customers can personalise many other features, too, such as the rear-view mirror covers, wheels, dashboard band, gear lever knob, and interior trim.

In Iran, DS 3 is offered in the Sport Chic version, the most elegant, upscale model, with a leather interior, from the dashboard to the Watchstrap seats, which is exclusive to DS models. It is powered by a PureTech 110 engine paired with the latest EAT6 6-speed automatic gearbox – an “engine-gearbox alliance” that is perfect for smooth or sporty driving.

Another example of the emphasis on technology, DS 3 has DS LED Vision, which combines LED and Xenon technologies with dynamic direction indicators. Using both LED and Xenon technologies produces a powerful, wide, uniform beam that provides greater visibility, reduces eyestrain during nighttime driving, and uses less energy. DS 3 also features Mirror Screen, a connectivity system functioning with Apple CarPlayTM and MirrorLink® that mimics what appears on a smartphone directly on the car’s new 7’’colour touchscreen on the dashboard. The host of technologies packed within less than 4 metres also includes front and rear park assist, reversing camera, hill start assist, and the low-speed automatic braking system, Active City Brake.

With the DS 3 launches in Iran today, the DS brand is declaring its ambitions in this high-potential country.