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Xavier Chardon Takes the Helm at DS Automobiles

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

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.

Source: DS Automobiles

NEW CARS

2027 DS No7: France’s Boldest Shot Yet at Audi and BMW

DS Automobiles has never exactly been accused of playing it safe, but with the new No7, it’s doing something far more consequential: playing for keeps.

This is the successor to the DS 7, a car that quietly carried the brand on its shoulders—at times accounting for half of its total sales. Now comes the replacement, and it arrives not as a mild evolution, but as a clean-sheet rethink aimed squarely at the most hotly contested corner of the premium market: the compact luxury SUV class.

At 4.66 meters long, the No7 grows just enough to matter—five extra centimeters between the axles translates into noticeably improved cabin space—but the bigger change is philosophical. Where the outgoing car leaned heavily on ornate detailing to stand apart, the No7 pivots toward a more cohesive, modern identity. It borrows heavily from the flagship No8, adopting a sharper, more technical aesthetic defined by a V-shaped light signature, an illuminated grille that practically announces itself in Morse code, and available 21-inch wheels that fill the arches with intent.

It’s still unmistakably French, but now it looks like it means business.

Underneath, the No7 shares its bones with a familiar cast of Stellantis stablemates, but DS insists the magic lies in what you don’t see. And what you do get is a powertrain lineup that reflects the industry’s ongoing identity crisis: part electric future, part combustion present.

The headline act is the all-electric variant, packing a 97.2-kWh battery and offering up to 460 miles of range in its most efficient form. That’s not just competitive—it’s borderline showboating in a segment where range anxiety still sells cars. Even more impressive is how it gets there: a drag coefficient of 0.26, achieved not through dramatic coupe-like compromises but careful aerodynamic housekeeping.

For those who want more punch, there’s a dual-motor, all-wheel-drive version producing 370 horsepower and still managing a claimed 422 miles of range. And for buyers not quite ready to cut the cord, DS offers a hybrid setup pairing a 1.2-liter turbocharged three-cylinder with an electric motor for a combined 143 horsepower. It’s not thrilling on paper, but it’s designed for efficiency—up to 53 mpg—and can operate with the engine off around town for roughly half the time.

Charging, meanwhile, is brisk. The EV can pull up to 160 kW and, more importantly, sustain that rate across a useful portion of the battery, adding nearly 120 miles in just 10 minutes. That’s the kind of real-world usability stat that matters more than peak numbers.

Inside, DS leans fully into its boutique luxury ambitions. The cabin is less about minimalist restraint and more about curated opulence. A 16-inch central touchscreen dominates the dash, flanked by a 10-inch driver display, while physical controls remain—thankfully—for key functions. The X-spoke steering wheel looks like it belongs in a concept car, and the dashboard flows seamlessly into the doors, creating a wraparound, cocoon-like effect.

Materials and craftsmanship are where DS is staking its claim. This is not a brand trying to out-German the Germans; it’s offering an alternative—one built on texture, detail, and a certain Parisian flair.

And then there’s the ride. DS’s Active Scan suspension system uses cameras and sensors to read the road ahead and adjust damping in real time. It’s the kind of tech that sounds like a gimmick until you drive over a broken stretch of pavement and realize the car already knew it was coming.

Pricing is expected to start around £40,000 for the hybrid and £45,000 for the EV, putting it right in the crosshairs of established players. It’ll be built in Italy alongside its corporate cousins, but DS is betting that design, comfort, and technology will justify the premium.

That’s the gamble here. The No7 isn’t just another entry in a crowded segment—it’s a statement of intent. If it succeeds, DS moves from niche curiosity to serious contender. If it doesn’t, well, there’s no understating what’s at stake.

Either way, this is the car that will define what DS becomes next.

Source: DS Automobiles