In an ambitious move to capture a larger share of the premium car market, French automotive brand DS is introducing a new line-up of vehicles aimed at boosting its presence in Europe and the UK. The announcement comes from DS’s CEO, Xavier Peugeot, who disclosed the company’s strategic plans during a dealer conference in the UK. With the launch of the No8 crossover and No4 hatchback, DS aims to rejuvenate its brand image and significantly increase sales volumes.
Aiming for Growth amid Transition Years
DS’s recent focus on expansion follows a challenging period marked by declining sales. According to Xavier Peugeot, 2024 and 2025 are considered “transition years” for the brand. During this time, DS is committed to revitalising its product line and enhancing its market presence. “I think it was a positive start, demonstrating the potential of this success story,” Peugeot stated, referring to the initial success of DS’s product launches. The brand intends to avoid lengthy gaps between new launches, ensuring a consistent flow of new models to the market.
Strategic Product Launches: No8 and No4
Central to DS’s growth strategy are the upcoming launches of the No8 flagship crossover and the No4 hatchback. These models are set to spearhead DS’s new era, with both vehicles expected to hit the market in the coming months. The No8, in particular, is anticipated to be a game-changer, boasting an impressive 466-mile electric vehicle range. This feature is expected to address consumer concerns about electric vehicle charging, making the No8 a strong contender in the premium segment.
Commitment to the UK Market
Despite historically low sales volumes in the UK, DS remains committed to strengthening its presence in this market. Xavier Peugeot expressed confidence in the brand’s future in the UK, emphasising the importance of upcoming product launches. “We expect to sell the No8, No4, and [7 replacement] in the UK, which means that we trust in the future for DS in the UK,” he said. The brand’s UK Managing Director, Jules Tilstone, highlighted changing market dynamics, noting that traditional German brands are losing market share, creating opportunities for DS to capitalise on.
Addressing Brand Recognition Challenges
While DS is optimistic about growth, the brand acknowledges the need to improve recognition among consumers. Jules Tilstone admitted, “Getting DS on the shopping list is a job still to be done.” He identified the No8 as a potential catalyst for boosting brand visibility, given its competitive range and premium features. The brand’s strategy involves leveraging the unique selling points of its new models to differentiate itself from competitors and attract a wider customer base.
The Role of Premium Offerings in Stellantis’s Portfolio
Speculation has arisen regarding DS’s positioning within Stellantis, the automotive group it belongs to. However, Xavier Peugeot dismissed any notions of DS being phased out, emphasising its profitability and strategic importance. “DS is a profitable brand. It feeds the Stellantis group positively,” he asserted. With premium vehicles accounting for a significant portion of the market’s profit, maintaining a strong premium offering is crucial for Stellantis’s overall strategy.
Future Outlook and Strategic Vision
Looking ahead, DS aims to establish a new baseline for sales performance, with Peugeot stating, “maximum has to become minimum.” The brand’s previous best yearly performance of around 55,000 sales is now targeted as the starting point for future growth. DS is focused on ensuring that all brand signals are aligned and consistent, reinforcing its premium image and quality standards.
Capitalising on Market Opportunities
As DS embarks on this new chapter, the brand’s leadership is optimistic about the potential for growth and success. The introduction of the No8 and No4 models is seen as a pivotal moment, with the company poised to expand its footprint in Europe and the UK. With a clear focus on quality, consistency, and innovation, DS is determined to emerge as a formidable player in the competitive premium automotive market.
In summary, DS’s strategic initiatives signal a renewed commitment to growth and expansion. By leveraging its new product line-up and addressing market challenges, DS aims to position itself as a leading brand in the premium segment. As the automotive landscape continues to evolve, DS is well-prepared to seize emerging opportunities and drive its success forward.
