Citroen announces in 2009 that the DS brand becomes a premium brand. Since 2014, DS has become a standalone brand of Groupe PSA, with headquarters in Paris, France. DS is an abbreviation of the Different Spirit or Distinctive Series in its mainstream cars. The name is also a piece of words, as in French it is pronounced as the word déesse, meaning goddess. In 2015 (2012 In China), the Citroen brand was no longer part of the DS models and the DS continued as a premium premium brand, developed and partly from Citroen. According to PSA CEO Carlos Tavares, DS will keep using the same platforms and dealerships as other PSA models, but will distinguish itself from Citroen cars by using separate manufacturing and engineering standards.