Skip advert
Advertisement
Opinion

'Things are finally going to get interesting for DS in 2017'

Progress on DS' assault on the car market has appeared slow up to now, but that could change, says Graham Hope

There are many car brands that need a big 2017, but few more so than DS. When it split from Citroen a couple of years ago, it was very much a ‘soft’ launch; there was no genuinely new product. Instead it has concentrated on building its infrastructure in preparation for a major assault.

Advertisement - Article continues below

It’s a strategy that has meant progress has appeared slow. But when I caught up with sales and marketing boss Arnaud Ribault at the new DS Urban Store in the Westfield London shopping mall, he made it clear that the vision for DS remains on track.

“Yes, the volume has decreased [since launch],” he said. “But that is fine with our strategy as we have a good transformation in brand image. The most important work we do is to create the distribution system and work on the customer experience.”

Divine DS concept car review

Ribault is a realist, though, and accepts that DS’s future will be determined by the cars it makes. To that end he is hugely excited by the near-production ready SUV that will appear at the 2017 Geneva Motor Show, likely to be strongly influenced by the Wild Rubis concept. “It will be our flagship and pull the brand. It will be a big step in our project in terms of tech and equipment,” admitted Ribault.

It’ll go on sale in 2018, to be followed by five more new DS cars that will be sold globally and all offer electrification; an interesting prospect. Intriguingly Ribault told me DS’s Canadian joint venture with Quebec and Exagon is working to “create components for high-performance electric cars – between 400bhp and 700bhp”. We know the E-Tense concept had around 400bhp, but could something truly thrilling also be in the pipeline?

Time will tell, but what is clear is that things are finally moving in terms of new cars. Many will be watching this most ambitious of projects with a keen eye over the next 12 months, myself included.

What do you think of DS' plans for 2017? Leave us a comment below...

Skip advert
Advertisement
Skip advert
Advertisement

Recommended

Ooh la la: new DS flagship to get inspiration from world’s coolest car
DS flagship - exclusive image
News

Ooh la la: new DS flagship to get inspiration from world’s coolest car

The iconic Citroen DS was voted the world’s coolest car by our readers and now DS is aiming for the same success with its new premium flagship
15 May 2024
New DS flagship SUV seen strutting its stuff for the first time
DS flagship EV - front
News

New DS flagship SUV seen strutting its stuff for the first time

The coupe-SUV will get the latest in Stellantis group technology
9 Feb 2024

Most Popular

No more EV! New BMW X3 gets petrol, diesel and PHEV power only
BMW X3 - front
News

No more EV! New BMW X3 gets petrol, diesel and PHEV power only

The all-new premium BMW X3 SUV has a sharp new look and cutting-edge tech, but no iX3 EV this time around
18 Jun 2024
New Citroen C3 Aircross gets seven-seats to fight Dacia Jogger, plus £25k pure-electric version
Citroen C3 Aircross - front reveal
News

New Citroen C3 Aircross gets seven-seats to fight Dacia Jogger, plus £25k pure-electric version

Citroen has somehow managed to cram seven seats into its new compact SUV, although the pure-electric e-C3 Aircross is only available with five
19 Jun 2024
Ford Explorer review
Ford Explorer 2024 - front
In-depth reviews

Ford Explorer review

Ford’s long-awaited electric SUV drives well, has some neat touches and impresses for efficiency
18 Jun 2024