2024 was a difficult year for DS Automobiles, with overall sales down and no major new products. However, the brand achieved a remarkable performance in the German market, with sales up by more than 50%. This success, achieved in the most demanding market in Europe, demonstrates the development potential of DS Automobiles, particularly with professional fleets.
Progress in a demanding market: a challenge taken up by DS
According to German data, DS Automobiles recorded a 50.1% increase in registrations in Germany in 2024, with 3,587 vehicles sold. This performance is all the more remarkable given that overall car sales are stagnating, with an increase of less than 1%.
Nearly 70% of DS sales in Germany were to professional fleets, a key segment in this country where two-thirds of registrations are by companies or independents. This success demonstrates the French premium brand's ability to meet the expectations of a highly competitive market dominated by national brands such as Audi, BMW and Mercedes-Benz.
Niccolò Biagioli, Managing Director Premium Brands Stellantis Germany, said: "Our success shows that DS Automobiles is increasingly perceived as an attractive and unique premium brand in Germany. With our model range, we meet the needs of modern customers, whether they are individualists or business customers".
By ranking among the top 10 premium brands in Germany, DS Automobiles has consolidated its position in a highly competitive segment. The DS 7, which alone accounts for more than 70% of sales, has established itself as the preferred choice for fleets thanks to its comfort, refinement and reliability.
DS N°8: a large sedan to conquer Germany and Europe
In 2025, DS Automobiles intends to maintain this momentum with the launch of N°8, its new large electric sedan that embodies the brand's vision of sustainable mobility and French luxury. With a range of up to 750 kilometres and a resolutely modern design, DS N°8 is positioned as a serious contender in the European premium segment.
Maria Schiewald, Head of Marketing at DS Automobiles Germany, said: "The DS N°8 has enormous potential: our flagship car impresses with solid performance, exceptional interior design and incomparable Parisian refinement. With its autonomy, the 100% electric DS N°8 finally puts an end to range anxiety. "
Designed in Paris and manufactured in Italy, the DS N°8 also features batteries made in France, reinforcing the image of a strong and committed European brand. With the N°8, DS aims to appeal to company car drivers, a key segment in the German market, where it will be marketed from mid-2025, marking a new step in DS Automobiles' electrification strategy.
Finally, the excellent performance of DS Automobiles in Germany, Europe's most challenging market, is worth highlighting as it demonstrates the brand's growing recognition as a premium player. Of course, with less than 3,600 units sold, volumes remain modest, but they demonstrate the growth potential of DS Automobiles, particularly thanks to its strategy focused on electrification and luxury. Above all, if DS succeeds in the German market, it will be well positioned to extend its success to the entire European market. With the No. 8 and its forthcoming models, DS Automobiles could well continue to redefine the art of French driving to appeal to an increasingly demanding premium clientele.
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