DS Automobiles and Michelin reinvent electric driving

DS Automobiles is poised to take a significant step in its history with the official launch of its new flagship model, the DS N°8. This vehicle embodies the dawn of a new era for the premium French brand, an era where electric power holds a predominant and strategic position. Building on this energy transition, DS Automobiles is not just offering new vehicles; the brand is also innovating in the associated experience. It is in this context that they announce a notable partnership with another French leader: Michelin. Together, they are publishing a unique and particularly relevant guide that proposes a harmonious blend of electric mobility and in-depth discovery of the French territory. This guide is positioned as an essential tool for understanding the future of travel – more serene, more sustainable, and rich in unexpected discoveries.

An editorial partnership for a new vision of travel

The collaboration between DS Automobiles and Michelin is not entirely new, but it now takes on an unprecedented and exclusive dimension. The two internationally renowned French brands are combining their expertise to transform the travel experience in the age of electric mobility. This association is materializing through the imminent publication of the guide titled “L'art du voyage électrique” (The Art of Electric Travel). This work, co-developed by Michelin Éditions and DS Automobiles, is designed for travelers seeking to explore France in a refreshed manner, taking the time for discovery, spontaneity, and the serenity offered by electric driving. The guide features thirty eclectic itineraries across France, specifically designed for electric mobility. Beyond route suggestions, it serves as a comprehensive compendium of cultural and practical information adapted for this type of tourism. Readers will find precise details on charging stations, detailed maps, travel tips, as well as suggestions for gastronomic stops, sports activities, and unique encounters. The objective is clear: to facilitate and enrich electric travel, turning each stop into an opportunity for discovery. Scheduled for publication on April 25, 2025, this 400-page guide will be available in usual points of sale at a price of 24.95 euros, offering an accessible invitation to rediscover France in electric mode. The book is prefaced by Mathieu Flonneau, a renowned historian specializing in urban history, mobilities, and automobilism, whose insights provide a unique perspective on this evolution of travel.

The voices of collaboration: vision and perspectives

This editorial partnership is not limited to publishing a guide; it is the expression of a shared vision of innovation and the French art de vivre. The leaders of both companies emphasize the relevance of this association. Xavier Peugeot, Director General of DS Automobiles, articulates the ambition behind this project: “This unique collaboration between DS Automobiles and Michelin Éditions combines expertise and travel serenity, which are at the heart of the project and the ambition of both French companies. With The Art of Electric Travel, we amplify our message, and DS N°8, our new 100% electric flagship offering up to 750 km of range, invites us to explore exceptional destinations and dining experiences.” These remarks highlight the synergy between DS’s expertise in premium mobility and Michelin’s authority in travel guidance. For his part, Philippe Orain, Director of Michelin Travel Guides, stresses the innovative and sustainable dimension of this partnership: “Michelin is proud to share this innovative journey on the most beautiful roads of France with DS Automobiles in DS N°8, changing the perception of electric vehicle travel and encouraging more sustainable tourism. This partnership with DS Automobiles strengthens our commitment to innovation and sustainability, while allowing us to collectively redefine the pleasures of travel in the electric era.” This common vision underscores the desire to evolve the perception of electric travel, positioning it not as a constraint but as an opportunity for more environmentally friendly and enriching tourism.

Mathieu Flonneau, who wrote the preface for the guide, provides historical and sociological context for this transformation of travel. Asked about the significance of this partnership, he first draws a parallel between the early days of the automobile, viewed with suspicion, and the current maturity of the electric car. For him, the association of DS and Michelin is particularly relevant because Michelin, as early as 1900, played a crucial role in the acceptance and popularization of automobilism, notably by reassuring drivers through its guides and assistance. He sees a similar pioneering spirit at DS. Addressing the concept of the road in the electric age, Mathieu Flonneau acknowledges the current context, sometimes hostile to road travel in the name of climate concerns. However, he advocates for "road resilience," the road's capacity to be rethought in an "eco-friendly" way, in harmony with nature. He believes it's about "recharging automobilism," rediscovering it virtuously, by valuing the road as a social link and a space of freedom. Finally, he analyzes how electric car travel transforms the tourist experience itself. It is no longer just a displacement but a "different journey," a "rethought journey," a succession of "proximities." The charging time, far from being a constraint, becomes an "enriching pause," a pretext for local discovery. Electric travel requires more preparation – it's a "chosen journey" – but also allows for "structured" improvisation during stops. Mathieu Flonneau sees a "café du commerce effect," a return to the very essence of travel where one takes the time to stop, rediscover their surroundings, thus legitimizing an entire mobility ecosystem centered on people and discovery.

The partnership between DS Automobiles and Michelin Éditions for the publication of "The Art of Electric Travel" guide represents a relevant and promising initiative for the future of road travel. By combining their respective expertise – one in premium electric mobility and the other a global benchmark for travel guides – they propose an innovative approach that reconciles the ecological imperatives of our time with the intrinsic pleasure of discovery and freedom that automobiles offer. Far from presenting the electric car as a mere motorized alternative, this guide, supported by the informed perspective of figures like Mathieu Flonneau, positions it as a vector for a new way of traveling: slower, more attentive to its environment, and richer in local experiences. As DS rolls out its 100% electric range and launches key models like the DS N°8, this guide arrives at a timely moment to support drivers in this transition and show them that electric travel is not only possible but can be a renewed source of pleasure and enrichment. It is an optimistic invitation to hit the road, differently, to explore the unsuspected richness of our territories.