The young brand DS Automobiles is no longer hiding its ambitions: it aims to transition from premium to luxury status, no less.
With the unveiling of its flagship model, the N°8, the French automaker is making its intentions clear, directly targeting the automotive luxury icons Bentley and Rolls-Royce. But is this leap into the high-end segment truly realistic?
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Ambitious goals, but a long road ahead
Recently, Thierry Métroz, DS Automobiles design director, has openly stated the brand’s aspirations. The goal is no longer to compete with German premium brands like Audi or BMW but to challenge British luxury legends. The N°8, DS’s new flagship, perfectly embodies this ambition. This model features top-tier finishes reminiscent of Bentley’s standards, with meticulous attention to materials and details. Métroz emphasizes: “We don’t want to copy but to develop our own identity.” However, becoming a luxury brand doesn’t happen overnight. Métroz himself acknowledges that it could take 10 to 20 years to achieve such a positioning. DS’s relative youth—it was founded in 2014—is both a strength and a weakness. On one hand, the brand can reinvent itself without being constrained by history; on the other, it still has to prove its legitimacy against century-old competitors.
A different approach, far from mass volumes
Unlike its competitors aiming for high sales numbers, DS focuses on rarity and exclusivity. The N°8 is a prime example, with unique proportions achieved through significant modifications to shared Stellantis platforms, such as lowering rooflines and repositioning the windshield. These choices help DS stand out in a market where many models, particularly from Chinese brands, imitate popular designs like Tesla or Porsche. But the goal isn’t merely aesthetic. DS seeks to deliver an experience that goes beyond the product itself. Personalization options are central to this strategy, including extravagant features like a starry sky recreated with LED lights or finishes inspired by works of art. With this vision, DS hopes to attract customers willing to invest in a truly distinctive vehicle.
Expanding the strategy across the range
While the N°8 is the flagship of this new approach, DS plans to apply this strategy across its entire lineup. Upcoming models, such as the DS 7 SUV and the DS 4 sedan, will be rebranded as N°7 and N°4 to align with this philosophy. These vehicles will share the same DNA as the N°8: bold design, high-quality materials, and extensive customization options. The question remains whether this strategy will resonate with consumers. Key markets like the Middle East and North America, where customers are accustomed to ultra-luxury brands, will be crucial for DS. Despite the daunting challenge, Thierry Métroz remains optimistic, confident that France can also shine in the realm of automotive luxury.
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This article explores how DS Automobiles aims to rival Bentley and Rolls-Royce by focusing on luxury and exclusivity. With models like the N°8, exceptional attention to detail, and a bold vision, the French brand is taking on a demanding market. Time will tell if it can establish its identity in a segment dominated by British legends.
Images: © DS Automobiles