The DS was a large, expensive executive car and a downward brand extension was attempted, but without result. Throughout the late 1950s and 1960s Citroën developed many new vehicles for the very large, profitable market segments between the 2CV and the DS, occupied by vehicles like the Peugeot 403, Renault 16 and Ford Cortina, but none made it into production.
Either they had uneconomic build costs, or were ordinary “me too” cars, not up to the company’s high standard of innovation. As Citroën was owned by Michelin from 1934 to 1974 as a sort of research laboratory, such broad experimentation was possible. Michelin after all was getting a powerful advertisement for the capabilities of the radial tire Michelin had invented, when such experimentation was successful.
In late 1967, for the 1968 model year, the DS and ID was again restyled, by Robert Opron, who also styled the 1970 SM and 1974 CX. This version had a more streamlined headlamp design, giving the car a notably shark-like appearance. This design had four headlights under a smooth glass canopy, and the inner set swivelled with the steering wheel. This allowed the driver to see “around” turns, especially valuable on twisting roads driven at high speed at night.