DS Automobiles CEO: “What is happening now is a crucial phase for us”
DS Automobiles picks up the pace
After four years without any new product launches, DS Automobiles is once again in the spotlight. With the introduction of the DS N8, N4 and now the N7, the brand aims to strengthen its position in the premium segment. We spoke with a top DS executive about market positioning, electrification and the future of the brand.
The car market is busier than ever. There are more players than before and everyone wants market share. In such a competitive market, how difficult is it to gain ground?
“That’s a very good and valid question. To answer it properly, I must first take a step back. As a brand, we have gone a four-year period without any new product launches. Of course, that is a long time in this industry. Such a period does not make commercial life easier, because without new products it is difficult to maintain momentum. Since the end of 2025, however, we have regained visibility. We unveiled the DS N8, then the N4, and now we are in the market launch phase of the N7. This is an important opportunity for us to re-express what we stand for as a brand and what our positioning is.”
“We build on French excellence. For us, that means a combination of technology, comfort and refinement. These are not separate concepts, but core values deeply embedded in the brand DNA. We believe that this very combination allows us to offer premium customers an alternative to the established players in the segment. We also see that there are more and more customers who are open to something new. They are not necessarily looking for the same brands as always, but are open to something different, something distinctive. That is exactly what we want to offer: an alternative premium offering with its own identity.”
You are introducing both the N8 and the N7. Are you not expecting any internal competition or cannibalization between these models?
“No, I don’t expect that. The main reason is that we appeal to different target groups with both models. The DS N7 is seventeen inches shorter than the N8. That may seem like a detail, but in reality it makes a clear difference in positioning and use. We are not answering the same customer expectations with these models. They are different propositions within the premium segment. Of course, there are certain identity elements that are similar, such as parts of the dashboard design. That makes sense, because we want to convey a recognizable brand identity. But that does not mean that the products are identical in terms of content or target group.”
“The DS 7 has been our best-selling model for many years and still represents a large part of our sales. With the new N7, we are replacing that model. In doing so, we want to retain loyal customers as well as attract new ones. We do this, among other things, with a strong design proposition and with a range of up to 740 kilometers. In practice, that means almost 500 kilometers on the highway at 120 km/h. We also offer technology like Active Scan Suspension, which delivers the level of comfort you would expect from a DS. Comfort is not an afterthought for us, but a core value. With the N7, we once again show where we stand out.”
The DS N8 is all-electric. The N7 is offered as a hybrid in addition to electric. Is a hybrid version of the N8 conceivable, or does the architecture not allow it?
“We need to look at this again from the target group approach. As mentioned, the N8 and N7 appeal to different customers. Both models offer a very high electric range: 750 kilometers for the N8 and 740 kilometers for the N7. In practice, that means about 500 kilometers on the highway and even more when driving off the highway. That’s a real gamechanger as far as we’re concerned. It means that the driver decides when to stop – for example, when he is tired or wants a coffee – and not when the car forces it because of the battery status. That freedom is important for acceptance of electric driving.”
“At the same time, we see that electrification in Europe continues to grow, but not at the rate initially envisioned by the European Commission. The original target of 100 percent electric by 2035 has since been adjusted to 90 percent. This illustrates that the transition is not moving as fast as thought. So there is still a group of customers looking for alternatives to all-electric driving. That’s why with the N4 we chose to offer a wide range: all-electric, plug-in hybrid, mild hybrid and even diesel. With the N7, we offer hybrid variants in addition to electric. This allows us to cater to a broader target group and different usage profiles, including more family-oriented use. For the N8, we have chosen a clear positioning. It’s not just about technical options, but also about strategic choices within the range.”
DS is clearly moving toward the higher segment. At the same time, in the B-segment, the DS3 is now the oldest model in the lineup. What are the plans for that model?
“We are working step by step. As mentioned, we went several years without new products. Now we are introducing three models in an eighteen-month period. That is already a significant effort. Right now the priority is to make these three models successful. As for the B-segment, our concern is to find the right balance in the range. We need to ensure consistency and coherence across the range. That means we need to strike a balance between models that may exude more status but generate lower volumes, and models that provide higher volumes. In addition, we need to recognize that segments evolve. Years ago, certain SUV segments did not exist in their current form. The market is constantly changing. That’s why I don’t want to pin us down to one specific segment. It’s about how we organize our range logically and how we make that visible step by step through new product introductions.”
In which segments do you see room for further expansion?
“We have a player in the D-segment with the N8. With the N7, we are introducing a C-segment SUV. We also have a C-segment hatchback with the DS N4 and a B-segment crossover with the DS 3. With these, we already cover a significant part of the market. But the market is constantly changing. New niches emerge, existing segments shift. We therefore continue to look where opportunities lie, but always with a focus on consistency with our brand DNA.”
Looking ahead five years: where does DS Automobiles stand?
“What is happening now is a crucial phase for us. After four years without launches, we are again active with new products. These must first become successful in the market. That is the first priority. At the same time, we have to be realistic about the context. If you look at the development of the car market over the past ten or twenty years, you see that no one could have predicted exactly how the balance of power between brands would change. New players have emerged, traditional players have lost or gained market share.”
“Today we are again seeing major changes. European regulations are evolving. Chinese brands are entering the market. The industry is changing faster than ever. We believe we have all the assets to remain a robust and credible premium player, provided we stay true to our DNA and act consistently. In addition, a new strategic plan will soon be presented by Stellantis CEO Antonio Filosa, with new goals and ambitions. That plan is expected to be presented at the end of May. Of course, we will be an integral part of it. So the future will depend both on our own consistency and on broader market conditions. But one thing is certain: the auto industry is changing faster than ever. That makes it challenging, but also extremely interesting.”
