Citroen DS elected ambassador for French domain first

Citroen DS has been chosen as one of seven brands to become an ambassador for the new ‘.paris’ web extension.

A new digital address for the DS brand’s Paris showcase, DS World Paris, has been set up with the new domain.

Paris is one of the first cities in the world to offer a web domain extension with its own name and Citroen DS will be one of just a handful of brands, including the Eiffel Tower, to trial the new extension before it’s rolled out to the public.

The domain name and the Domain Name System upon which it’s based is an identification system used by computers or any resource connected to the internet or a private network and is an essential component for the functionality of the internet.

The most common extensions include .com, .org and .gov, as well as country-specific domain extensions like

The .paris internet extension was launched at a ceremony held at the Eiffel Tower and over 100 different organisations were chosen by the city to use the .paris extension for a six month period, after which it will be opened to other businesses, but individuals will have to wait until the end of the year to use it.

Prestigious businesses allowed to be the first

In addition to Citroen DS, other organisations chose to test the extension include tourist sites, public transport and Aeroports de Paris, and it’s hoped that the initiative will raise up to €1 million a year.

Philippe Claverol, DS Strategy & Brand Experience Director, commented; “DS World Paris is located in the heart of the city’s golden triangle and is both a showroom and a centre for special events. It showcases the models making up the DS line in Europe, the DS3, DS3 Cabrio, DS4 and DS5. Designed as a luxury boutique, it also conveys the values of DS through the quality of materials used, its appearance, the welcome extended to customers and the services available.”

”DS combines remarkable styling with advanced technology and a sense of sophistication that is visible in every detail. These values reflect the way people see Paris, as the capital of luxury and fashion, so we thought it only natural for DS World Paris to be among the first to have an online address with the ‘.paris’ extension.”

This is the latest in a long string of achievements for the DS brand, after the DS3 was recently named Best Small Car by a What Car? survey, continuing the DS3’s award-winning history.

Buying a DS is buying a small part of Paris

Yves Bonnefont, CEO of the DS brand, added; “With DS now taking off as an automotive brand, we are very proud to be ambassadors of .paris. The influence of Paris around the world ties in with our international expansion. Today in China, the world’s biggest automotive market, a customer buying a DS buys more than a car, they buy a little piece of Paris as they imagine it to be. So, who better than DS to embody the spirit of Paris in a car?”

The .paris domain was first introduced in 2008, but it’s taken until now to get off the ground. Other city-based domain extensions include .london, .berlin and .nyc which were approved earlier in the year and are due to be rolled out in the coming months ahead.