Interview Bastien Schupp, Marcom Director DS Automobiles: “Our craftsmanship is something you don’t find at other brands.”
DS plays an important role within Stellantis in the field of electrification. For example, the DS3 was the first model with the new Stellantis battery. How does DS combine electrification and luxury?
“For us, there is no contradiction between electrification and luxury, quite the contrary. We have presented the new DS N°8 here in Brussels, in which classic DS elements, such as pearl stitching and the watchband finish, come together with new technologies and unparalleled comfort. Electrification contributes precisely to this, as the quiet nature of an electric drive greatly enhances the feeling of luxury.”
Some customers still prefer a gasoline engine or hybrid drive because of its range. How does the all-electric DS N°8 fit into that?
“It’s all about adaptability to our customers’ needs. For urban use, a model like the all-electric DS3 is ideal. I myself also drive a DS3 and only need to recharge once a week. For longer distances, we have plug-in hybrids and models with greater range, such as the DS N°8. With this, we offer a solution for every driving need.”
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DS regularly releases special collections, such as the Saint-Exupéry collection and the Édition France editions. What is the idea behind these collections?
“There are two reasons. On the one hand, the collections help keep the model range fresh and attractive, even in periods without major product launches. On the other hand, they tell our story of French craftsmanship and culture. The collections, like Saint-Exupéry, combine French culture and travel. In May, we will present a new collection that continues these themes.”
The DS N°8 is positioned as the flagship of the group. How do you think this model will attract new customers?
“The DS N°8 is a true status symbol with class-leading range and our signature French luxury. It combines an aerodynamic and elegant exterior with an interior that exudes craftsmanship. This makes the model attractive to top management in the business segment, for example, which has a high share of our sales.”
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How does DS differentiate itself from competitors such as Mercedes-Benz and BMW?
“We combine segment-leading technology, such as a long range, with a uniquely French luxury style. Think of the sophistication of our interiors and the craftsmanship that is quintessentially French. That’s something you don’t find in other brands.”
DS is known for its avant-garde style. How do you stay true to French roots while operating internationally?
“Our French identity is woven into the details, such as the watchband finish and pearl stitching. We also tell stories about French culture and travel experiences with our collections. This sets us apart from brands that focus more on technology. Our strength lies in comfort and sophistication.”
This year, the DS4 comes with an all-electric powertrain. What does it add?
“The electric DS4 fills a gap in our offerings. For customers who want a smaller electric car, the model offers an ideal combination of range, French design and high-quality interiors. For everyday use, it is a perfect choice.”
Also see: ALL HIGHLIGHTS – Brussels Motor Show 2025 – Brussels Motor Show – AutoRAI TV