Tag Archives: DS Automobiles

NEW CARS

2026 DS No3

DS Automobiles knows it has a problem—and it’s called the DS 3. Once the brand’s breakout hit, the stylish little hatch has quietly slid into irrelevance, becoming the oldest and slowest-selling model in DS’s three-car lineup. Now, with sales dwindling and competition fiercer than ever, DS is preparing a reboot that leans heavily on the car that started it all—without falling into the retro trap.

According to DS design chief Thierry Métroz, the next-generation DS 3—soon to be renamed No3—will draw inspiration from the original, first-generation DS 3 of the mid-2010s. That car, remember, wasn’t just successful; it was a phenomenon. Half a million units sold, strong uptake in France and the UK, and enough visual swagger to establish DS as more than just Citroën’s fashion-forward sub-brand. That’s the magic DS wants back.

But don’t expect a nostalgia play.

“We don’t want retro design,” Métroz told Autocar at the Brussels motor show. Instead, the brief is something far trickier: take the essence of the original DS 3—its simplicity, sportiness, and visual clarity—and reinterpret it through a futuristic lens. In DS-speak, that translates to “sporty,” “hot,” and unapologetically modern.

Back to the Future, DS-Style

The first DS 3 worked because it didn’t try too hard. Its proportions were clean, its surfacing was smooth, and its details—especially those distinctive, squarish rear lights with a three-dimensional effect—were memorable without being gimmicky. Métroz clearly wants to revisit that philosophy.

“What I love looking back,” he said, “is the super-sleek, very sensible, very round design. Very simple design, no additional design feature or cladding, very clean, very pure, but very expressive.”

That last part is key. If the current DS lineup sometimes feels like it’s drowning in chrome accents and visual noise, the No3 is being positioned as a reset—a return to strong forms and confident restraint, executed with modern tech and materials. Think less decorative excess, more architectural precision.

More Than a Facelift

This won’t be a mild refresh or an evolutionary update. DS insists the No3 will be completely redesigned from today’s DS 3, and it may even move into what Métroz calls “another segment.” That echoes earlier comments from DS boss Xavier Peugeot, who suggested the car could “create its own segment”—a bold claim in a market that already feels over-segmented.

Whether that means a shift in size, stance, or outright body style remains unclear. But the message is obvious: DS doesn’t just want to fix the DS 3; it wants to redefine it.

That ambition comes at a crucial time. In markets like the UK, the DS 3 has become an also-ran, selling just 250 units last year. For a brand that trades heavily on image and exclusivity, that’s less boutique and more invisible.

Lighting the Way Forward

Visually, the No3 will align with DS’s newer models through shared design DNA—most notably the lighting signature recently introduced on the radical-looking No8 flagship. DS believes lighting is one of its strongest brand identifiers, and the No3 will carry that torch.

Still, Métroz is adamant that cohesion won’t come at the expense of individuality.

“It’s very important that the design will be iconic—something very unique, unique only for DS 3,” he said. “Different from No4 and No8, different from No7.”

That’s a tall order. The No4 and No8 already stake out very different visual territories, and the incoming No7 will likely add another layer of complexity. Making the smallest car in the range stand out—without making it look like a stylistic outlier—may be the hardest part of the project.

A High-Stakes Reinvention

DS’s challenge is clear. The brand needs the No3 to be desirable, distinctive, and emotionally resonant in a segment crowded with polished, competent rivals. Mining the success of the original DS 3 is a logical move—but success this time won’t come from clever colors and floating roofs alone.

If DS gets it right, the No3 could once again become the brand’s gateway drug: a compact hatch with real personality, premium ambition, and just enough Gallic flair to stand apart from the mainstream. Get it wrong, and it risks becoming another stylish footnote in an increasingly unforgiving market.

As Métroz himself admits, “It’s a very challenging car.” For DS, it might also be the most important one.

Source: Autocar

NEW CARS

DS Automobiles Adds Formula E Flair With New DS PERFORMANCE Line

DS Automobiles is leaning hard into its Formula E pedigree, and for 2026 the payoff comes in the form of a new, France-market Limited Edition DS PERFORMANCE Line. Available across the DS 3, the all-new N°4, and the flagship DS 7, this trim is designed to bring motorsport-inspired styling and tech to the road without forcing buyers into the uppermost luxury brackets. Think of it as DS’s way of letting everyday drivers dip a toe into its electric racing DNA—minus the noise, plus the polish.

Beginning December 1, customers in France can place orders, with showroom displays and test drives scheduled for January 2026. And while the brand talks a lot about elegance, materials, and craftsmanship—this is DS, after all—the PERFORMANCE Line also quietly adds more standard kit than the already well-equipped Pallas spec.

Formula E Comes to the Street

The guiding theme is straight from the DS E-TENSE FE25 Formula E car: satin gold accents, gloss-black details, Alcantara everywhere, and an overall vibe that says “quietly quick.” Xavier Peugeot, CEO of DS Automobiles, describes the series as a way to bring “refinement and passion from the circuits to the road.” Fortunately, the cars avoid looking like rolling billboards; instead, they pick up tasteful references—badges, trim pieces, stitching—that reward a second glance.

Tech also gets a meaningful boost. DS continues to lean on its partnership with ChatGPT, first introduced in early 2024. Now integrated deeper into the DS IRIS infotainment system, it gains a “Latest News” feature capable of summarizing current events, sports, culture, and more with natural speech. The feature arrives in December on all DS 3, N°4, and DS 7 models that already support natural voice recognition.

Three Models, One Motorsport Identity

All three PERFORMANCE Line vehicles share similar finishing cues, but each expresses them differently depending on the body style and target audience.

DS 3 PERFORMANCE Line: Compact but Confident

The smallest model in the lineup gets one of the boldest appearances. The rear pillar carries a black-and-gold graphic inspired directly by DS’s Formula E livery, while satin gold touches—mirror caps, grille badge, tailgate lettering—contrast with the standard black roof. It’s subtle but effective.

Inside, Alcantara wraps the seats, dash, and door panels, paired with exclusive stitching and a frameless auto-dimming rearview mirror. Standard equipment includes heated seats, 360-degree vision, blind-spot monitoring, and distinctive 17-inch OSLO wheels with gold center caps.

Powertrains:

  • 100% Electric E-TENSE
  • HYBRID 145

France Pricing:

  • HYBRID 145: €37,350
  • E-TENSE electric: €43,200
  • HYBRID lease: from €355/month (48 months / 40,000 km)

N°4 PERFORMANCE Line: A Stylish New Contender

The new N°4 stands out even before the PERFORMANCE Line treatment, thanks to its sharp front lighting signature inspired by the DS E-TENSE PERFORMANCE concept. Add the satin gold accents and Formula E-style rear pillar trim, and it becomes one of the more aggressive hatchbacks in its class—without sacrificing the upscale attitude DS is known for.

DS loads this trim with tech: the IRIS system with AI voice assistant, three years of connected services, EV routing for the electric version, acoustic privacy glass, and a choice of 19-inch wheel designs depending on powertrain. A full Alcantara interior is standard.

Powertrains:

  • 100% Electric E-TENSE (213 hp, up to 450 km WLTP)
  • HYBRID
  • PLUG-IN HYBRID 225
  • BlueHDi Diesel

France Pricing:

  • HYBRID 145: €40,100
  • BlueHDi 130 Auto: €41,700
  • E-TENSE electric: €48,190
  • PLUG-IN HYBRID 225: €49,000
  • HYBRID lease: from €395/month (36 months / 30,000 km)

DS 7 PERFORMANCE Line: The Luxury SUV With an Edge

The DS 7 has always leaned toward elegance over aggression, but the PERFORMANCE Line trim adds just enough motorsport flavor to toughen its stance. Satin-gold “7” badging, black grille with gold DS emblem, satin-gold mirrors, and black 19-inch SILVERSTONE wheels distinguish it from mainstream premium SUVs.

Its interior remains one of the highlights of the DS lineup—quiet, plush, and tastefully detailed. Standard kit includes DS Drive Assist, 360 Vision, hands-free power tailgate, wireless charging, and PERFORMANCE Line dashboard branding.

Powertrains:

  • BlueHDi 130 Automatic

France Pricing:

  • BlueHDi 130 Automatic: €52,650
  • Lease: from €540/month (48 months / 40,000 km)

The DS PERFORMANCE Line isn’t about pushing big horsepower or delivering track-ready dynamics. Instead, it’s about infusing DS’s three core models with its electric-racing identity—through materials, design, and tech that hint at its Formula E success without overwhelming the everyday-luxury ethos of the brand.

With competitive leasing, upgraded equipment, and a distinct motorsport-inspired look, the performance-lite approach makes these cars feel more special without requiring buyers to step into a full-blown performance variant. And in today’s EV-forward, tech-heavy market, that might be exactly the sweet spot DS needs.

Source: Stellantis

News

DS’s Second Act: Can France’s Fashion-First Premium Brand Finally Break Through?

Back in 2014, over a quiet lunch in Paris, then-CEO Carlos Tavares offered a remarkably candid assessment of his newly emancipated DS brand. “Today DS is far away from the likes of Audi, but you need to start the dream,” he said. Competing with the Germans on their own turf, he argued, was a fool’s errand. Instead, DS would bottle the “French touch”—sophistication, couture-level flare, and that indefinable je ne sais quoi that lures British tourists across the Channel.

It was a compelling pitch. With Chanel, Louis Vuitton, and Hermès dominating the world of luxury goods, why couldn’t France carve out a similar niche in premium automobiles? Avant-garde design, comfort over outright performance, and a level of service the Germans couldn’t match—that was the promise.

Fast-forward to 2025, and DS isn’t exactly giving those Germans insomnia.

The brand is now on its fourth CEO in ten years, registrations are down 21 percent year-to-date, and DS has never once broken the 50,000-unit barrier in Europe. China—once a major pillar of the strategy—has abandoned foreign luxury EVs in favor of domestic heroes.

Enter Xavier Peugeot, the new boss and a member of the founding Peugeot family. He’s tasked with turning DS from a stylish curiosity into a sustainable premium player—with a fraction of the firepower that Cupra, Volvo, or even Lexus can bring to bear.

The New DS, Chapter Two

The centerpiece of DS’s reboot is the new No.8, a pure-electric flagship crossover pitched as the brand’s long-overdue halo car. It sits atop a newly refreshed lineup that includes the No.4 (a facelifted DS 4) and a successor to the DS 7 arriving next year. The new naming scheme—No.4, No.8—borrows more from French fragrance bottles than German alphanumerics. That’s the point.

“There is a momentum,” Peugeot insists, speaking to investors at the British Motor Museum. Three launches in 18 months don’t sound like much unless you’re DS, which hasn’t released an all-new model since 2021. The delays are glaring: the pure-electric DS 4, for instance, arrives more than a year late.

Still, Peugeot is bullish. “DS is a profitable brand,” he says, rejecting rumors that Stellantis—now minus Tavares—might shutter an underperformer in a crowded stable of 14 marques. With premium cars representing 40 percent of Europe’s profits, Stellantis is reluctant to abandon its only genuine upmarket play.

From Faux-Audi to French Flair

One thing DS finally seems to have nailed is design confidence.

The 2017 DS 7 Crossback tried to mimic Audi—an odd choice for a brand built on French identity. It dressed like Ingolstadt, only softer around the edges, with creative interiors that felt fragile and drivetrains that rarely inspired.

The new No.8 is different. Bold, lit-from-within grille. Optional two-tone hood. Smooth, modernist surfaces. A roofline that slips away like a concept car’s. And for once, the interior quality lives up to the avant-garde promise. Reviews call the ride comfort “exceptional” and the cabin “brilliant.”

It took a decade, but DS finally delivered something genuinely distinctive.

Range? DS claims 465 miles, enough to cruise from Birmingham to Edinburgh without a recharge. In today’s EV market, that matters.

The Real Problem: Visibility

DS’s European sales are minuscule—Alfa Romeo and Lexus each outsell it more than two-to-one. Dealer coverage is thin. Awareness is weaker still. Even in the UK, DS retailers registered just 1,152 cars in 2024.

“We’ve got a job to do in breaking through,” admits UK boss Jules Tilstone. Low residual values have also crippled lease competitiveness—something the No.8 aims to fix with “class-leading” used projections.

The challenge isn’t simply being premium. It’s being relevant.

Cupra: The Comparison DS Doesn’t Want

If you want a masterclass in brand building, look at Cupra.

In 2020, the fledgling Spaniards sold a third of DS’s volume. Four years later, they sell six times more. Why? Product. Positioning. Momentum.

The Cupra Formentor hit the heart of Europe’s market: mid-size, sporty-ish crossover with a jacked-up wagon profile, matte paints, and copper accents. It looked different without being niche. It drove with intent. It appealed to buyers who wanted to feel youthful—even if they weren’t.

Cupra built an ecosystem: “City Garages” hosting gigs and DJ nights, a Barcelona FC connection, padel sponsorships, a sense of belonging. CEO Markus Haupt calls it a “tribe.” Customers call it cool.

DS, by contrast, has always aimed at traditional luxury—a harder hill to climb without heritage, or the engines to back it.

So… Can DS Make It?

Peugeot says DS’s best year—55,000 units—must become the floor, not the ceiling. He won’t commit to tripling sales; he jokes we’d call him crazy. But he stresses that DS is a “20–30-year story,” echoing Tavares’s decade-old mantra.

The next three years will matter more than the last ten.

The No.8 is the closest DS has come to a breakthrough car: stylish, comfortable, long-range, and properly French. It finally gives the brand a shot at the visibility it has lacked since launch.

But DS is still fighting in one of the most competitive arenas in the global auto market—against German titans, Chinese EV disruptors, and upstarts like Cupra that have mastered the art of cultural cool.

France knows how to make luxury. The question is whether enough people want that luxury on four wheels, wrapped in a silhouette they rarely see on the road.

DS dreams big. Now it needs customers who will dream with it.