Aiming to rival ultra-luxury car brands like Bentley and Rolls-Royce, French premium car brand DS Automobiles has set its sights on becoming the “Louis Vuitton of the Automobile World”!
As one of the most luxurious brands within the Stellantis Group, DS Automobiles continues to push the boundaries of technology and comfort, combining high-end materials handcrafted by French artisans. According to DS Automobiles Design Director Thierry Métroz, the brand’s next ambition is to compete with the likes of Bentley and Rolls-Royce.
In an interview with Autocar magazine, Métroz acknowledged that while DS Automobiles is currently positioned as a premium brand, transitioning into the “true luxury” segment will take time. “A brand that started its life in 2014 may need 10, maybe 20 years to reach this position. To achieve this goal, we must never lose our focus on material and production quality.”
First Signs of Mass Production with DS No8
Inspired by the DS AERO SPORT LOUNGE concept car, the interior includes heating, ventilation, and massage functions in the front seats, along with neck heating for added comfort. The blowers, illuminated by the DS logo, resemble crystal.
The rear seats also offer ample comfort features, including 84 cm of headroom, 30-degree reclining headrests, and heating and ventilation. The rear seat backrests recline 40/20/40, enhancing practicality.
Driving Experience Focused on Passenger Comfort
Prioritizing comfort, DS Automobiles marks a new era with the DS No8. As the first model in the brand’s vision to offer an all-electric version across its lineup, the DS No8 sets a segment record with an aerodynamic coefficient of 0.24 Cd. Its tilted windshield and sloping rear design further contribute to a record-breaking electric range of 750 km.
To enhance acoustic comfort, the laminated glass thickness was optimized for weight efficiency. Dense insulation material is applied to multiple body panels, minimizing road noise. High-density foam is incorporated into the seats, with adjustable side bolsters for added support.
The Clous de Paris pattern, a signature of DS Automobiles, remains prominent in both the interior and overall design. The DS LUMINASCREEN illuminated front grille debuts alongside the first-ever illuminated DS Automobiles logo.
Drawing inspiration from the brand’s latest concept cars, the new “X”-shaped steering wheel with a heating function makes its first appearance in series production with the DS No8.
“The Aim Is to Sell Cars, but We Don’t Need to Sell Many”
“Our goal is, of course, to sell cars, but we prioritize brand positioning over high sales volumes,” says Thierry Métroz, Design Director at DS Automobiles. He adds that the brand will rename its current models in line with the DS No8, with the next DS 7 to be called “DS No7.”
Métroz also criticizes Chinese manufacturers for replicating the designs of brands like Porsche and Tesla. He emphasizes that DS Automobiles follows a different path, maintaining a distinct and strong identity.
When Will DS No8 Come to Turkey?
Expected to hit the roads in Europe starting in mid-2025, the DS No8 is anticipated to arrive in Turkey within the same year. Offered exclusively with a fully electric powertrain, it delivers 230, 245, and 350 horsepower. The top variant features a 4×4 drivetrain, powered by two electric motors.
All powertrains can gain an additional 25 to 35 horsepower depending on instantaneous power demands. This Formula E-derived technology enhances overtaking performance and optimizes range.
In Short, DS Automobiles
Originally a model line under Citroën, DS Automobiles became an independent brand in 2014. Following the PSA Group’s merger into Stellantis, the brand expanded its lineup with models such as the DS 3, DS 3 Crossback, DS 4, DS 5, DS 6, DS 7, and DS 9. The DS No8, the latest addition, is the brand’s first series production vehicle built on an all-electric platform.
The brand takes its name from the Citroën DS, first introduced in 1955. Recognized as one of the 10 cars that shaped automotive history, it holds titles such as “3rd Best Car of the 20th Century” and “Best Car Design of the Century.” The Citroën DS carries a unique prestige, as its name resembles “Déesse,” the French word for “Goddess.”
