Since its separation from Citroën in 2014, DS has been working tirelessly to establish itself as a premium brand in the automotive world. However, breaking into a segment long dominated by German giants like Audi, BMW, and Mercedes-Benz has proven to be a formidable challenge. Now, with the rapid transition to electric vehicles (EVs) shaking up the industry, DS sees a golden opportunity to make its mark. The brand’s new plan emphasizes French luxury, Parisian design, and innovative electric technology to attract a new generation of discerning drivers. But can DS succeed in becoming the “Louis Vuitton of the automotive world” as it hopes?
A New Opportunity in the Electric Era
For decades, German brands have held a firm grip on the European premium car market. Their dominance seemed unshakeable, but the shift towards electric vehicles has leveled the playing field. None of the traditional German automakers have fully mastered the EV transition yet, creating an opening for new players like Tesla, Polestar, and now DS.
At the same time, the market has become even more competitive with the rise of affordable EVs from China, forcing traditional brands to rethink their strategies. DS, as part of the sprawling Stellantis Group (which also owns Peugeot, Citroën, Alfa Romeo, Vauxhall, and Jeep), believes it has a genuine chance to differentiate itself with a focus on luxury, comfort, and Parisian elegance.
Introducing the DS No8: A Flagship for the Future
At the heart of DS’s new strategy is its latest model, the DS No8. This electric coupé-SUV is set to become the brand’s flagship, showcasing a fresh design direction, innovative EV technology, and a new naming strategy. The No8 is more than just a car; it’s a statement of intent. It embodies DS’s commitment to luxury and exclusivity, blending high-end materials, sophisticated design, and cutting-edge tech.
According to Thierry Métroz, Senior Vice President of DS Design, the brand’s identity is deeply rooted in its Parisian heritage.
“Our strength over the years is where we are working because we are Parisian. The original DS was designed in Paris, the 15th District of Paris, and built in the Quai de Javel. It all happened in Paris,” Métroz explained.
He further elaborated on the brand’s ambition:
“Our ambition for DS is to be the Louis Vuitton of the automotive industry. It’s a dream because we can’t decide to be a luxury brand. It takes maybe 10 years, 20 years, 40 years, maybe never. We are working to make it possible.”
The DS No8 introduces a new naming scheme that will extend to future models like the DS No7 and DS No3. This strategy hints at a desire to align with the world of high fashion, perhaps even borrowing some prestige from brands like Chanel or Dior.
Distinctive Interiors: A Focus on Craftsmanship
While the exterior design of the DS No8 is sleek and modern, it’s the interior craftsmanship that DS hopes will set it apart from German rivals. The focus is on high-quality materials, sophisticated lighting, and attention to detail.
Thierry Métroz believes that DS’s strength lies in the quality of its interiors:
“The advantage, I think, for DS, is the quality of the interiors. The interior atmosphere, the quality of the lighting, the quality of the material, all the finishes […], the prestige and everything. I think it’s our main differentiation with the German brands.”
Thomas Bouveret, Head of Interior Design at DS, echoed this sentiment, emphasizing a different approach to interior design:
The DS No8 features a cabin adorned with leather, aluminum, and wood finishes, offering a luxurious experience even in the entry-level versions. This approach ensures that all DS No8 models, regardless of trim, exude a sense of refinement and elegance.
Personalization: A Touch of Bespoke Luxury
DS is also exploring bespoke interior options, similar to those offered by luxury brands like Bentley and Rolls-Royce. The idea is to allow customers to customize trim pieces, swapping out materials to refresh their car’s interior. This personalization could even be done at dealerships, providing an added layer of exclusivity.
To demonstrate the potential of this approach, DS plans to release a limited-edition version of the No8 in 2025, featuring unique machined aluminum finishes. This model will serve as a showcase for the brand’s commitment to craftsmanship and bespoke luxury.
Future Plans: What’s Next for DS?
DS isn’t stopping with the No8. The brand plans to unveil a DS No7 SUV in late 2025, followed by a DS No3 to replace the current DS 3. There’s also speculation about a flagship luxury sedan inspired by the DS Tribute concept, which drew design cues from the classic Citroën SM. However, this model is still a few years away.
Looking further ahead, DS aims to continually evolve its interior design, integrating new technologies and materials. According to Thomas Bouveret:
Electric Uncertainty: A Flexible Approach
Despite its focus on electric vehicles, DS is keeping its options open. The brand initially planned to go fully electric, but shifting market dynamics have led to a reconsideration. Métroz explained:
While the DS No8 will remain fully electric, future models may include mild hybrid options, providing flexibility as the market continues to evolve.
Positioning Within Stellantis
DS occupies a unique spot within the Stellantis Group. It sits in the premium cluster alongside Alfa Romeo and Lancia, with Maserati positioned as the luxury brand. While Alfa Romeo focuses on sportiness, DS emphasizes comfort and elegance.
Despite its ambitions, there are currently no plans for DS to enter the U.S. market. However, Métroz hinted that this could change with new leadership at Stellantis:
DS’s plan to become a major player in the premium car market is ambitious. By leveraging Parisian luxury, high-quality interiors, and innovative electric technology, the brand hopes to challenge the dominance of German automakers. The DS No8 represents a bold step in this direction, but whether DS can truly become the “Louis Vuitton of automotive” remains to be seen.
In a rapidly changing industry, DS’s commitment to craftsmanship and luxury could be the key to its success — if it can convince buyers to embrace its unique, French approach to premium cars.
