Tag Archives: DS Automobiles

DS Automobiles has unveiled the DS F3VER concept at the Paris Motor Show, offering a first look at the French premium brand’s future design direction. Combining a compact footprint, distinctive lighting technology, extensive personalisation options and a versatile interior layout, the DS F3VER is a design study that challenges conventional vehicle categories and previews a more expressive approach to future mobility.

Developed entirely in-house by DS Automobiles, the concept measures 4.19 metres long, 1.84 metres wide and 1.46 metres high. Despite its compact exterior dimensions, it features a generous 2.70-metre wheelbase and a 400-litre boot, highlighting the brand’s ambition to combine urban practicality with the comfort and versatility normally associated with larger vehicles.

Rather than presenting a production-ready car with confirmed specifications, DS Automobiles describes the F3VER as an exploratory concept and a full-scale design laboratory. Its purpose is to test new ideas in styling, personalisation, lighting, packaging and manufacturing efficiency before they influence future DS models.

The concept also introduces a distinctive visual identity built around vertical Y-shaped lighting, sculptural bodywork, innovative two-tone paintwork and digital light animations. Together, these elements illustrate how DS Automobiles intends to differentiate itself in an increasingly competitive electric vehicle market.

DS F3VER: A New Design Direction for DS Automobiles

The DS F3VER represents a new chapter in the design story of DS Automobiles, the French premium brand within the Stellantis group. Its mission is to explore a more distinctive design language that combines emotional appeal with practical innovation.

The concept is built around three central principles: desirability, personalisation and freedom of use. DS Automobiles wants its future vehicles to offer more than distinctive exterior styling, allowing customers to express their individuality while benefiting from thoughtful packaging and everyday versatility.

Xavier Chardon, Chief Executive Officer of DS Automobiles, says the concept pushes these three pillars further by challenging established categories and exploring new possibilities for the brand.

The result is a vehicle that does not fit neatly into a traditional segment. Its compact dimensions suggest an urban-friendly car, while its long wheelbase, substantial interior space and carefully considered proportions aim to deliver the comfort and practicality of a larger vehicle.

This approach reflects a broader challenge facing premium electric cars: how to make a vehicle stand out visually while ensuring that design decisions contribute to efficiency, comfort and usability.

For DS Automobiles, the F3VER is an opportunity to investigate that balance before committing to future production models.

Exterior Design: Compact Dimensions With a Powerful Presence

At first glance, the DS F3VER stands out through its unusual proportions and carefully sculpted surfaces. The design combines a relatively short overall length with a wide stance, a low roofline and a strong visual identity.

Measuring 4.19 metres long, 1.84 metres wide and 1.46 metres high, the concept aims to deliver a substantial road presence without becoming difficult to manoeuvre in urban environments.

DS Automobiles has drawn inspiration from several design disciplines, including aeronautics, architecture, digital technology and high-tech consumer products. These influences can be seen in the car’s geometric details, sculptural bodywork and carefully integrated lighting elements.

The exterior avoids relying exclusively on aggressive styling cues. Instead, the concept uses proportion, surface treatment and lighting to create a distinctive appearance.

According to Thierry Metroz, Design Director at DS Automobiles, the concept also explores a design philosophy intended to reduce component count while improving perceived quality and creating cleaner exterior surfaces.

This principle is particularly important for electric vehicles, where aerodynamic efficiency and intelligent packaging can have a significant influence on overall performance.

A New Front-End Identity With Vertical Y-Shaped Lighting

The front of the DS F3VER introduces one of its most distinctive features: a vertical central element, described by DS Automobiles as a totem, that incorporates the brand emblem.

This central structure establishes a strong focal point and gives the concept a recognisable identity without relying on a conventional grille design.

The front lighting introduces a new vertical Y-shaped signature, creating a technological appearance that is intended to remain distinctive both during the day and at night.

Rather than treating the headlights and daytime running lights as separate visual elements, DS Automobiles has explored a more integrated lighting arrangement. The objective is to create a coherent front-end design that looks cleaner while reducing the number of individual components.

The result is a front fascia that combines brand recognition with the minimalist styling increasingly associated with modern electric vehicles.

If elements of this design reach future production cars, the lighting signature could become an important part of DS Automobiles’ visual identity.

Rear Lighting Inspired by Architecture and Digital Technology

The rear of the DS F3VER follows the same design philosophy as the front, creating a consistent visual identity across the vehicle.

A central rear totem incorporates a digitalised DS logo, while multidimensional lighting elements create a sense of depth. DS Automobiles describes the effect as resembling a light tunnel, with the illuminated elements appearing to extend into the bodywork.

The rear lighting comprises 16 LED panels supported by a lightweight magnesium structure. According to the brand, the design draws inspiration from the vaulted roof of the Grand Palais in Paris, translating an architectural reference into an automotive lighting feature.

Beyond visual impact, the rear totem also serves as a platform for digital user-experience animations.

These animations are designed to fulfil three functions: personalising the vehicle’s lighting signature, enabling intuitive interaction with the surrounding environment and communicating information clearly.

This approach suggests that DS Automobiles sees lighting as more than a styling accessory. Instead, it could become an integral part of how future vehicles communicate with their owners and other road users.

The concept does not establish which of these features will be approved for production, but it provides an indication of the design possibilities the brand is exploring.

Cosmic Blue Paint and Extensive Personalisation

Personalisation is one of the most important themes of the DS F3VER concept.

DS Automobiles has developed a range of ideas intended to make colour, materials, graphics and lighting part of the vehicle’s core design rather than optional decorative additions.

One of the most striking examples is the Cosmic Blue dichroic finish, developed specifically for the concept. Depending on the lighting conditions and viewing angle, the colour shifts between vivid blue and deep violet tones, changing the way the vehicle’s sculpted surfaces appear.

The effect highlights the relationship between paint, light and bodywork, making the exterior seem different as the car moves through its surroundings.

The concept also reinterprets two-tone paintwork. Instead of stopping at a conventional dividing line between the upper and lower body, the contrasting treatment extends towards the rear lights, wraps around the tailgate and continues across the sides and bumper.

This extended colour separation changes the visual perception of the car’s proportions, emphasising its compact shape while creating additional opportunities for individualisation.

Another distinctive feature is the customisable roof ring, a decorative strip that allows owners to introduce a personal design element along the vehicle’s roofline.

DS Automobiles also highlights the wheels, whose geometric structure is designed to combine visual lightness with strength. Champagne-coloured details and the brand’s characteristic Clous de Paris guilloche pattern add a more luxurious touch.

Together, these elements demonstrate a broader ambition: future DS vehicles could offer personalisation that extends beyond paint colours and upholstery to include the way the vehicle’s surfaces, lighting and details work together.

Design Intelligence: Creating More With Fewer Components

Behind the DS F3VER’s striking appearance lies a manufacturing-oriented philosophy that DS Automobiles calls Design Intelligence.

The principle is straightforward: achieve a distinctive and premium-looking design while reducing complexity, limiting unnecessary components and improving the integration of individual elements.

On the F3VER, this approach is visible in the unified front lighting assembly, which combines the headlamp and daytime running light, as well as in the one-piece bumpers and the removal of separate plastic add-on elements around the wheel arches and lower body.

These decisions are intended to create cleaner surfaces and a more coherent overall appearance.

Reducing the number of components can also simplify assembly, potentially improve production efficiency and reduce the number of visible joints and transitions.

The concept therefore explores a connection between design quality and industrial efficiency. Rather than adding complexity to make a vehicle appear more sophisticated, DS Automobiles aims to achieve a premium impression through careful integration and simplicity.

This philosophy could become particularly relevant as automakers develop electric vehicles, where manufacturing efficiency, weight management and the environmental impact of materials are increasingly important considerations.

However, the concept alone does not establish the production costs, weight savings or environmental benefits that any future implementation might deliver.

Artificial Intelligence Supports the Design Process

The DS F3VER also demonstrates how digital design tools and artificial intelligence are influencing the automotive development process.

DS Automobiles says its design teams use advanced digital tools and AI solutions developed within Stellantis to explore more design possibilities, compare alternatives and accelerate early development work.

These technologies allow designers to assess different shapes, surfaces and visual treatments more quickly, helping them concentrate their efforts on refining the most promising ideas.

The company emphasises that artificial intelligence is not intended to replace human creativity. Instead, it acts as a tool that expands the range of possible solutions and helps teams work more efficiently.

In a competitive automotive industry where development cycles are under pressure, the ability to investigate more ideas in less time could become an important advantage.

The DS F3VER illustrates how this approach can support a cohesive design vision, bringing together exterior styling, lighting, colour and manufacturing considerations within a single concept.

A Compact Car With the Space of a Larger Vehicle

Although the DS F3VER is primarily a design study, its dimensions reveal a strong emphasis on everyday practicality.

The concept measures 4.19 metres in length, 1.84 metres in width and 1.46 metres in height, with a wheelbase of 2.70 metres.

That wheelbase is particularly important because the distance between the axles influences passenger packaging and can help create a spacious cabin without requiring a substantially longer body.

DS Automobiles says the concept is designed to provide generous interior space, stability and comfort despite its compact exterior dimensions.

The luggage compartment offers a claimed 400 litres of capacity, a figure that supports the vehicle’s intended versatility for daily commuting, shopping, leisure activities and weekend trips.

This combination of compact dimensions and useful cargo capacity could make the design relevant to customers who want an urban-friendly vehicle without sacrificing the practicality associated with larger cars.

The brand also describes the F3VER as part of a new generation of electric vehicles that will combine comfort, range and freedom of use.

However, DS Automobiles has not disclosed a production powertrain, battery capacity, motor output, charging performance or an official driving-range figure for the concept. Its electric-vehicle positioning should therefore not be interpreted as confirmation of final technical specifications.

Freedom of Use: From Urban Driving to Weekend Getaways

DS Automobiles wants the F3VER to demonstrate that a compact vehicle can serve a wide variety of purposes.

Its relatively short length is intended to support urban manoeuvrability, while the long wheelbase and 400-litre boot point towards a more versatile role than a conventional small city car.

The concept is intended to accommodate everyday commuting, longer journeys, leisure activities and weekend escapes.

This flexibility is increasingly important as electric vehicles become more common across different segments. Customers are looking for cars that can fit into urban environments while remaining comfortable and practical on longer journeys.

DS Automobiles has not released detailed information about the F3VER’s seating layout, rear-seat measurements or luggage-compartment configuration beyond the stated capacity. Nevertheless, the packaging targets suggest that interior usability is an important part of the concept’s overall mission.

Rather than focusing exclusively on styling, the F3VER attempts to demonstrate how design, dimensions and practical features can work together to create a more adaptable vehicle.

The Paris Motor Show Provides a Platform for DS F3VER

The DS F3VER made its public debut at the Paris Motor Show, where DS Automobiles presented it as a statement of intent for the brand’s future.

The concept is positioned as a way to engage visitors directly with the company’s evolving design language and gather reactions to ideas that could inform future vehicles.

Visitors can also extend the experience through a dedicated web application that allows them to create, personalise and share selfies featuring the concept.

This interactive element reflects the project’s emphasis on customisation and digital experiences. It also gives DS Automobiles another way to communicate its design philosophy beyond the physical vehicle.

For a premium brand seeking a distinctive identity, a concept car can serve several purposes at once: demonstrate design expertise, explore emerging technologies, generate public interest and test the appeal of new ideas.

The F3VER brings these objectives together in a compact package that emphasises visual identity and individual expression.

Will the DS F3VER Become a Production Car?

For now, DS Automobiles has presented the F3VER as an exploratory concept rather than a confirmed production model.

Its importance lies in the ideas it introduces: a more distinctive front-end design, vertical Y-shaped lighting, digitally animated rear lights, advanced personalisation options and a manufacturing philosophy focused on reducing complexity.

The concept’s dimensions also suggest a possible direction for future compact electric vehicles from DS Automobiles, combining manageable exterior proportions with a long wheelbase and useful luggage capacity.

However, the company has not confirmed a production launch date, pricing, final powertrain specifications or a direct production successor based on the F3VER.

It is therefore too early to determine how much of the concept’s design will reach showroom models. Some features may be adapted for production, while others could remain experimental demonstrations of the brand’s design capabilities.

What is clear is that DS Automobiles wants future vehicles to be more recognisable, more personal and more closely aligned with the expectations of premium electric-car customers.

DS F3VER: A More Distinctive Future for French Premium Design

The DS F3VER is an ambitious exploration of how a premium compact vehicle can combine expressive styling, individualisation and everyday practicality.

Its vertical Y-shaped lighting, architectural rear light signature and colour-shifting Cosmic Blue finish provide a clear visual statement, while the 2.70-metre wheelbase and 400-litre boot demonstrate that usability remains part of the design brief.

Equally important is the concept’s Design Intelligence philosophy, which aims to improve visual purity and perceived quality while reducing component complexity. The use of advanced digital tools and artificial intelligence further illustrates how DS Automobiles is evolving its approach to vehicle development.

The F3VER does not yet provide answers about production pricing, electric powertrain performance or driving range. Instead, it offers a preview of the ideas the brand intends to explore as it develops its future model portfolio.

For DS Automobiles, the objective is to create vehicles that stand apart not simply through their badges or equipment, but through a coherent combination of design, technology and personal expression.

The DS F3VER is a concept car, but its message is clear: the next chapter of DS design will place individuality, distinctive lighting and intelligent simplicity at the centre of the brand’s identity.

Source: DS Automobiles

News

Xavier Chardon Takes the Helm at DS Automobiles

September 1, 2026 Francis Mitterrand

Xavier Chardon has been appointed Chief Executive Officer of DS Automobiles, adding responsibility for the premium French brand to his existing role as CEO of Citroën. The appointment takes effect September 1, 2026, marking a significant change in Stellantis’ management structure for two of its French automotive brands.

Chardon, 55, brings more than three decades of automotive experience spanning France, Europe and China. His career includes senior leadership positions at both PSA and Volkswagen Group, as well as extensive experience in sales, marketing, communications and brand management.

The appointment comes at an important moment for DS Automobiles, which is introducing the new DS N°7, the first replacement for the brand’s best-selling model since DS Automobiles was established.

Xavier Chardon Adds DS Automobiles to His Citroën Responsibilities

Xavier Chardon became CEO of Citroën on June 2, 2025. From September 1, 2026, he will also serve as CEO of DS Automobiles, reporting to Emanuele Cappellano, Stellantis’ Chief Operating Officer for Enlarged Europe.

The move effectively places Citroën and DS Automobiles under a single management structure while retaining their separate brand identities.

For Stellantis, the arrangement creates an opportunity to share resources and expertise between the two French brands without necessarily blurring the distinction between them. Citroën occupies a more mainstream position within the Stellantis portfolio, while DS Automobiles is positioned as a French premium brand with a strong emphasis on design, craftsmanship and technology.

Chardon says the goal is to use synergies where they make strategic sense while preserving what makes each brand different.

A Career Spanning PSA, Citroën and Volkswagen

Chardon’s automotive career began in 1994 when he joined PSA. A graduate of Institut Commercial de Nancy, he initially worked for Citroën in Italy before moving through a series of positions at the brand’s headquarters in France.

His international management career continued in 2001 when he became responsible for Citroën in Denmark. Three years later, in 2004, he moved to Germany to lead the brand there.

Chardon returned to Citroën’s headquarters in 2007 as Director of Marketing, Press and Public Relations. He held that position until 2009, when he became Managing Director of Citroën France.

He remained in charge of Citroën France until 2011.

His next major career move came in 2012, when Chardon joined Volkswagen AG. He initially served as Vice President of European Sales before assuming responsibility for Marketing and Communications in 2014.

In 2016, he was appointed Vice President of Marketing and Customers for the Volkswagen brand.

Experience in China Added Another Dimension

Chardon’s career subsequently expanded beyond Europe. Between 2017 and 2018, he worked for Volkswagen China, where he led the company’s “Project House Digitalization.”

He then took responsibility as Vice President of Sales and Marketing at SAIC-Volkswagen, one of Volkswagen Group’s major joint ventures in China.

The experience gave Chardon exposure to one of the world’s most competitive and rapidly changing automotive markets, particularly in areas such as digitalization, customer experience, sales and new vehicle technologies.

In 2021, he returned to France and became Chairman of the Management Board of Volkswagen Group France.

That position gave him responsibility for Volkswagen Group’s activities in the French market before his eventual return to the Stellantis organization.

Xavier Chardon Returns to His Citroën Roots

Chardon’s appointment at DS Automobiles carries an additional layer of significance because of his earlier involvement with the brand.

According to Stellantis, Chardon was part of the launch of the first DS 3 more than 15 years ago, when DS was still emerging from its Citroën origins.

DS Automobiles has since evolved into a standalone premium brand, developing its own design language, product range and positioning within the Stellantis portfolio.

Now, Chardon is returning to the brand at a pivotal stage of its development.

In a statement following his appointment, Chardon described DS Automobiles as a brand created around the idea of challenging conventions and expressing a distinctive vision of the French automotive industry.

He also highlighted the importance of the new DS N°7 and the need to strengthen the brand’s desirability, uniqueness and longevity.

DS N°7 Becomes an Early Test for the New CEO

Chardon’s appointment arrives as DS Automobiles launches the DS N°7, making the new model one of his immediate priorities.

The DS N°7 represents the first replacement of the brand’s best-selling model since its creation, giving the vehicle considerable importance for DS’s future product strategy.

For a premium brand operating in an increasingly competitive European market, the success of the DS N°7 could be particularly important.

DS Automobiles is attempting to establish a stronger position against established premium manufacturers while also navigating the industry’s transition toward electrification, increasingly sophisticated digital technology and changing customer expectations.

Chardon’s background in sales, marketing and communications could therefore prove particularly relevant as DS seeks to build greater visibility and desirability around its products.

One Management Structure, Two Distinct French Brands

Putting Citroën and DS Automobiles under the same CEO does not mean the two brands will be merged.

Instead, Stellantis is emphasizing the potential for greater cooperation while maintaining their individual identities.

Citroën has traditionally focused on comfort, practicality, accessibility and distinctive design. DS Automobiles, meanwhile, has pursued a more upscale proposition centered on French luxury, design and craftsmanship.

The challenge for Chardon will be to identify areas where the two organizations can work more efficiently together without weakening the positioning of either brand.

That balance will become increasingly important as Stellantis manages a broad portfolio of brands across Europe.

Xavier Peugeot Moves to Jeep Europe

Chardon succeeds Xavier Peugeot as CEO of DS Automobiles.

Peugeot has been appointed Head of the Jeep brand in Europe, a newly established position reporting directly to Emanuele Cappellano, Stellantis’ COO for Enlarged Europe.

Peugeot will also retain his responsibilities as Stellantis Head of Heritage.

His move to Jeep gives Stellantis another experienced executive in a strategically important area, particularly as the company works to strengthen Jeep’s position in the European market.

A New Chapter for DS Automobiles

For Xavier Chardon, the DS Automobiles appointment represents a return to a brand he helped shape during its early years while also giving him the opportunity to influence its next phase.

His career across Citroën, PSA, Volkswagen and the Chinese automotive market gives him experience in several areas that will be crucial to DS Automobiles: international sales, marketing, digital transformation, customer strategy and brand positioning.

The immediate challenge is clear. DS needs to turn its distinctive French identity into stronger commercial performance while continuing to differentiate itself in an increasingly crowded premium automotive market.

With the DS N°7 now taking center stage, Chardon’s first major task will be to establish the model as a successful successor while building momentum for the wider DS lineup.

At the same time, his dual responsibility for Citroën and DS Automobiles gives Stellantis an opportunity to extract efficiencies between the two brands while keeping their individual identities intact.

As Chardon put it, the objective is to write the next chapter of DS Automobiles while taking its French creativity, design and expertise further.

Xavier Chardon and DS Automobiles: Key Facts

New role: CEO of DS Automobiles
Effective date: September 1, 2026
Existing role: CEO of Citroën
Reporting to: Emanuele Cappellano, Stellantis COO, Enlarged Europe
Previous DS CEO: Xavier Peugeot
New DS priority: Launch and commercial success of the DS N°7
Previous employers: PSA/Stellantis and Volkswagen Group
International experience: France, Italy, Denmark, Germany and China
Career start at PSA: 1994
Volkswagen Group: Joined in 2012
Chairman of Volkswagen Group France: From 2021

Source: Stellantis

NEW CARS

2027 DS N°7 First Drive: French Luxury Finds Its Electric Flagship

July 11, 2026 Francis Mitterrand

For decades, French luxury cars have occupied a fascinating niche. They rarely chased German precision or British tradition, preferring instead to build automobiles around comfort, design, and an unmistakable sense of style. With the all-new DS N°7, DS Automobiles is doubling down on that philosophy—and, for the first time, it has the technology to back up the ambition.

Replacing the outgoing DS 7 with an entirely new generation, the N°7 isn’t merely a facelift or an evolutionary update. Built on Stellantis’ latest STLA Medium architecture, it’s a technological reset that combines premium craftsmanship, long-distance electric capability, and the distinctive French flair that has become the brand’s signature.

Presence Without Excess

Luxury SUVs have become increasingly aggressive in recent years, with oversized grilles and razor-sharp styling competing for attention. The DS N°7 takes a different route.

At 183.5 inches (4.66 meters) long and nearly 75 inches wide, it certainly has presence, but it’s delivered with restraint rather than intimidation. Long proportions, carefully balanced overhangs, and available 21-inch wheels give the SUV a planted stance without resorting to unnecessary visual drama.

The highlight is undoubtedly the front fascia. Buyers can choose between a more traditional gloss-black grille or the striking illuminated DS LUMINASCREEN, whose animated vertical lighting elements surround a glowing DS badge. It’s theatrical—but tasteful—and one of the more distinctive front-end designs currently on sale.

The elegant two-tone paint options, featuring either a black roof or an extended black hood treatment, further reinforce the impression that the N°7 is designed as much for Parisian boulevards as it is for European highways.

French Comfort Remains the Priority

If German luxury brands often prioritize sportiness, DS continues to chase serenity.

Slip inside the N°7 and that mission becomes immediately apparent.

The front seats feature high-density cushioning, integrated headrests, adjustable side bolsters, heating, ventilation, massage functions, and perhaps the most French feature imaginable—a neck-warming system that gently directs warm air around occupants during colder weather.

Materials are equally impressive. Buyers can specify Alcantara, naturally tanned Nappa leather, or DS Canvas upholstery, all stitched together with details like the brand’s signature Pearl Stitching and “Clous de Paris” decorative trim. Natural wood also makes its debut in the cabin, softening what is otherwise a thoroughly modern interior dominated by a 10-inch digital instrument display and a 16-inch central touchscreen.

The atmosphere is unmistakably upscale without feeling overly complicated.

Rear passengers haven’t been forgotten, either. Longer rear doors, improved glass areas, and a panoramic roof create an airy cabin with increased headroom, while the cargo area offers up to 560 liters of storage—competitive with SUVs from the class above.

Built for Silence

Luxury isn’t only measured in leather quality or screen size.

DS engineers have invested heavily in reducing noise and vibration. Laminated glass, extensive insulation, and careful acoustic tuning create an exceptionally quiet cabin, while the optional 14-speaker FOCAL Electra 3D audio system transforms that silence into an impressive concert hall.

Combined with the brand’s Active Scan Suspension—which continuously reads the road using a forward-facing camera and adjusts each damper in real time—the N°7 promises to isolate occupants from rough pavement with remarkable effectiveness.

Rather than emphasizing aggressive handling, the chassis focuses on confidence, stability, and effortless long-distance comfort. That philosophy feels refreshingly different in a premium SUV market increasingly obsessed with Nürburgring lap times.

Serious Electric Credentials

Where the N°7 makes its biggest leap is underneath the bodywork.

The flagship E-TENSE Long Range version delivers a claimed WLTP range of up to 740 kilometers (460 miles), placing it among Europe’s longest-range electric SUVs. While real-world driving inevitably produces lower figures, DS says highway journeys exceeding 400 kilometers can be completed while still retaining a healthy battery reserve.

Three electric versions are available:

Front-wheel drive with 230 horsepower
Front-wheel-drive Long Range with 245 horsepower
Dual-motor all-wheel-drive Long Range producing 350 horsepower

Each model includes a temporary boost mode that unlocks additional power when maximum acceleration is needed.

Fast charging appears equally competitive. The larger 97.2-kWh battery can recharge from 20 to 80 percent in approximately 27 minutes under ideal DC fast-charging conditions, while a 10-minute stop can recover roughly 200 kilometers of driving range.

Battery preconditioning, intelligent route planning, Plug & Charge functionality, and access to more than 800,000 charging stations throughout Europe demonstrate that DS understands electric ownership extends well beyond battery size alone.

Hybrid Buyers Aren’t Forgotten

Recognizing that not every customer is ready to embrace full electrification, DS also offers a conventional hybrid.

The 145-hp setup combines a turbocharged 1.2-liter three-cylinder engine with an electric motor integrated into a six-speed dual-clutch transmission. It’s capable of driving electrically during much of urban commuting while returning fuel consumption figures that rank among the best in the segment.

It may not be the headline-grabbing model, but it could prove the volume seller.

Technology That Works Quietly

Rather than overwhelming drivers with gimmicks, DS has concentrated on technologies that reduce workload.

Level 2 semi-autonomous driving assistance, an expanded head-up display, adaptive PixelVision lighting capable of illuminating up to 520 meters ahead, infrared Night Vision, digital rear-view mirror functionality, and AI-enhanced voice controls all work toward making long-distance travel less fatiguing.

It’s technology designed to disappear into the background rather than constantly demand attention—a philosophy that fits perfectly with the car’s overall character.

A Different Kind of Luxury SUV

The premium SUV segment has become remarkably homogeneous. German competitors continue chasing sportier dynamics, while many newcomers prioritize maximum screen count over craftsmanship.

The DS N°7 offers an alternative.

Instead of trying to out-BMW BMW or out-Audi Audi, it leans into what French luxury has always done best: sophisticated design, exceptional ride comfort, distinctive styling, and effortless long-distance refinement.

The impressive electric range, competitive charging speeds, and thoroughly modern technology finally give DS the engineering credibility to match its ambitious design language.

Starting at €43,900 for the hybrid and climbing to €77,520 for the fully equipped dual-motor electric flagship in France, the N°7 enters one of Europe’s most competitive premium segments. Whether buyers are willing to look beyond the established German badges remains to be seen.

But after a first encounter, one thing is clear: the DS N°7 isn’t trying to imitate the competition. It’s attempting to redefine French luxury for the electric age—and it may be the brand’s most convincing effort yet.