DS Aims to Challenge Rolls-Royce and Bentley in Luxury Segment
DS, the French automotive brand owned by Stellantis, is setting its sights on entering the luxury sphere and rivaling iconic brands such as Rolls-Royce and Bentley. Design director Thierry Métroz envisions DS as the “Louis Vuitton of the automotive industry”, emphasizing a move beyond the premium segment.
Speaking at the Brussels motor show during the debut of DS’s new flagship model, the No8, Métroz outlined the brand’s ambition to evoke a true sense of luxury. He acknowledged that achieving this goal would take time, possibly more than a decade or two, given the brand’s relatively young establishment in 2014.
Emphasizing the importance of attention to detail, Métroz highlighted the inspiration drawn from Bentley in the design and materials used in the No8’s interior. He emphasized a focus on quality and luxury taste, distinguishing DS from its German competitors.
Despite utilizing shared Stellantis architectures, DS aims to differentiate its models by customizing key elements such as proportions and design features. Métroz underscored the brand’s commitment to creating high-quality cars with exceptional interior design, prioritizing luxury over sales volume.
Looking ahead, DS plans to introduce updated versions of its existing models, the DS 7 SUV and DS 4 hatchback, under the new names No 7 and No 4. Métroz stated that these models would embody the same spirit of luxury and bold design as the No8.
In a market saturated with similar designs, particularly from emerging Chinese brands, DS aims to maintain its unique identity and design language. Métroz stressed the importance of standing out in a sea of homogeneity, eschewing imitation in favor of originality.
As DS continues its journey towards luxury automotive status, the brand remains committed to pushing boundaries, setting itself apart from the competition, and delivering an unparalleled luxury experience to its discerning customers.
