DS Teases Potential Performance-Focused Models to Enhance Premium Credentials
DS, known for its involvement in Formula E and innovative concept cars, is considering the development of performance-focused models to elevate its premium status. Despite their long history in Formula E, DS has yet to produce a dedicated performance model. However, new CEO Xavier Peugeot recently hinted at the possibility of introducing such models during the London ePrix event.
Peugeot expressed interest in creating more powerful versions of DS models and engines that would align with their commitment to Formula E. He emphasized the importance of racing in stimulating dynamism and energy within the brand, as well as driving technological advancements that can benefit everyday road cars.
DS had previously teased the idea of a performance car with the introduction of the 805bhp E-Tense concept in 2022. Peugeot believes that participating in Formula E not only enhances the brand’s image but also appeals to a younger audience, aligning with their electric messaging and overall brand strategy.
Peugeot acknowledged that introducing a performance flagship could further support DS’s goal of attracting a younger demographic. The brand, now in its 11th year, recently launched the No8 flagship model and updated the DS 4, showcasing a renewed focus on product development.
While DS has not set specific sales targets for the No8, Peugeot emphasized that success should not be solely measured by sales volumes. He highlighted the importance of DS’s premium positioning in a market dominated by established German brands, noting the emergence of new players like Polestar as a testament to the relevance of the premium segment.
Peugeot emphasized the significance of the premium market, which accounts for a quarter of sales volumes in Europe but contributes to 40% of profits. He believes that DS plays a crucial role within Stellantis as a premium brand, aligning with the company’s overall strategic direction.
