2024 was a challenging year for the European automotive industry, and DS Automobiles was not immune. Although the French premium brand has seen its market share fall in some countries, Italy has been a different story. In fact, 2024 was a particularly symbolic year for DS in Italy, celebrating its 10th anniversary with innovative initiatives that pave the way for a promising future.
A positive 2024 assessment
To celebrate its first decade in Italy, DS Automobiles launched a special series called Édit10n Limitée. Synonymous with elegance and innovation, this limited series integrates the most requested options directly into its price, a strategy adapted to the expectations of the Italian market. Another highlight of the year was the launch of the Antoine de Saint-Exupéry Collection, which brought together the DS 3, DS 4 and DS 7 in an exclusive "Night Flight" finish inspired by the legendary French aviator and writer.
In April, DS expanded its hybrid range with the launch in Italy of the DS 3 and DS 4 HYBRID, models equipped with Stellantis hybrid technology. This choice enabled the brand to meet the expectations of a clientele sensitive to sustainability, while offering greater comfort and energy efficiency. The brand also introduced versions with simplified equipment, such as the PALLAS and ÉTOILE finishes, to facilitate the configuration of the vehicles while maintaining a high level of sophistication.
Finally, the integration of new technologies was a major focus. The Geofencing system, combined with the DS IRIS SYSTEM, optimises the use of the electric mode in low emission zones. These innovations are accompanied by advanced voice recognition based on ChatGPT, confirming DS's desire to redefine connected automotive luxury.
Thanks to these strategies, DS Automobiles achieved a market share of 1.9% in Italy in 2024, consolidating its position among the top ten premium brands in the country. The DS 7, the flagship model of the range, recorded sales of 3,500 units, representing a share of 8.5% in the premium C-SUV segment compared to 2023.
2025: A promising year for DS in Italy
With the imminent launch of the DS N°8 and other developments in the range, DS Automobiles is preparing for a year of growth in 2025. The DS N°8, produced at the Italian plant in Melfi, will herald a new era for the brand. Inspired by the DS AERO SPORT LOUNGE concept, it will offer a record range of up to 750 km in the WLTP combined cycle and redefine standards of comfort and performance. With a power output of up to 350 bhp and two or four-wheel drive options, it promises to be a major asset in strengthening DS's presence in Italy.
In addition to the DS N°8, the electric version of the DS 4, expected in 2025, will complete an already rich range of electrified models. These initiatives are part of a global strategy aimed at attracting a clientele that is increasingly sensitive to sustainability, without compromising on style or luxury.
Since its launch in 2014, DS Automobiles has established itself as an ambassador of French know-how in the premium segment. Its success in Italy shows that the brand has been able to adapt its approach to local preferences while maintaining its identity. In 2025, DS Automobiles aims to go even further with a strengthened model portfolio and a strategy focused on innovation.