At the recent Brussels Motor Show, Thierry Metroz, Design Director at DS Automobiles, spoke to journalists to reveal the brand's big ambitions. With a clear strategic vision, DS aims to stand out in the ever-changing automotive world. This meeting allowed DS to reaffirm its desire to establish itself in the premium world and to explore more ambitious horizons.
Faced with increasing global competition, particularly from established brands and new Chinese players, DS is positioning itself boldly and strategically. The Design Director shared perspectives that illustrate the brand's desire to turn its ideas into concrete projects while strengthening its French identity.
A decade of existence and already a premium recognition.
Founded in 2014, DS Automobiles celebrates its 10th anniversary in 2024. Although young, the French brand has managed to position itself on the premium market, competing with established brands. In just a decade, DS has demonstrated its expertise in design and quality, attributes that have allowed it to stand out. This recognition as a premium brand is a major step, all the more important in a sector where it often takes several decades to establish a solid brand image.
Although sales volumes are still very modest, DS has managed to create a distinct identity that emphasises its French heritage and attention to detail. The brand has made bold choices in terms of the materials used, the attention to detail and its approach to design, which has always been characterised by sophistication. But DS does not intend to stop there: it wants to go beyond premium and explore new avenues to redefine automotive luxury. This unique positioning, although ambitious, is part of a long-term vision that could make DS a true reference for French luxury.
A measured ambition inspired by the greatest names.
DS Automobiles does not claim to compete with the likes of Rolls-Royce or Bentley. Thierry Metroz explains that the aim is to draw inspiration from these icons in order to offer its customers a unique experience. "We are now premium, but our mission is to go further. We want to try to touch the feeling of luxury," he confided. DS is therefore committed to offering vehicles that combine quality of detail and high-end materials.
The new DS N°8 perfectly embodies this vision. Thierry Metroz explained that its interior was inspired by Bentley, while adapting this luxurious aesthetic to the expectations of DS customers. "It is not a Bentley, of course, but the inspiration comes more from Bentley or Rolls-Royce than from Audi or Volkswagen," he added.
A gradual evolution supported by strategic choices.
Although DS shares the Stellantis architectures, Metroz stressed that the brand can adapt these architectures to create unique and distinctive proportions. This includes lowered rooflines or a recessed windscreen, which reinforce the identity of DS models, such as the N°8, which is based on the STLA Medium platform but has been reworked to suit the brand's design requirements.
In terms of sales volumes, DS's strategy is clear: quality and long-term positioning take precedence over numbers. "Our goal is not to sell a lot of cars, but rather to strengthen the brand's positioning by creating a luxurious experience," says Metroz.
DS's strategy is also reflected in the renewal of its models. Future versions of the DS 7 SUV and the DS 4 sedan will adopt the spirit of the N°8. This stylistic reorientation demonstrates DS's desire to stand out from the growing competition, especially from China. Metroz said: "All the Chinese copy Porsche or Tesla and end up looking like a Tesla or a Porsche. At DS we want to keep something stronger".
After a relatively quiet 2024, DS Automobiles is back in the spotlight with ambitious announcements led by Thierry Metroz. However, to maintain the brand's credibility, these ambitions must be realised. The challenge is considerable, but DS seems ready to rise to the occasion by pursuing its dream of becoming a major player in the luxury car sector.
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