Launched in 2014, the DS Automobiles brand quickly became the French manufacturer with the largest investment in the premium market. Eight years after its launch, DS Automobiles now offers a range centered around four models. From the DS3 small crossover to the DS9 luxury sedan, the French manufacturer has made a name for itself with ever-increasing levels of trim. With the full electrification of its models planned for the next two years, DS Automobiles hopes to further strengthen its position in the increasingly competitive premium market. We met, for AutoPlus.fr, Joel VeraniCEO of DS France.
“We are proud of our range”
Premium has always been at the core of DS’s strategy. With the introduction of very high-end models like the DS7 and DS9, how does the brand gain its status in the premium market?
Joël Verani: Today, DS’s positioning is comparable to Audi’s. We believe we have fairly comparable products. And it is important for us to have this type of comparison, always in this perspective of progress and improvement of our models. We are proud to say that we position ourselves against well-known premium brands. Today, DS is a 40% conquest of German premium brands. For example, our customers compare the new DS7 with models such as Porsche or Mercedes. Therefore, we will continue to provide evidence of our ability to offer Premium to satisfy customers.
What most distinguishes DS from its German competitors?
Our logic is really about access to French sophistication and know-how. Therefore, we offer a premium product that is slightly different from the competition, especially in Germany. Our engines will remain at 360 hp, we do not intend to offer more in the coming years. At DS, everything is at the service of refinement and the art of travel. With the main criteria of well-being and peace of mind on board our cars.
Does the future of the European car market necessarily involve premium models?
In Europe, premium development is stronger than normal development. This is a trend that has been observed for several years. From the very beginning, DS positioned itself in this premium market, aiming to showcase all the French know-how in terms of refinement. The hardest part is knowing how to strike the right balance of customer expectations. At DS, we have such a growth strategy with a premium offering and a desire to gain even more market share. And this requires new technologies and a corresponding model range.
More specifically, with regards to the DS model range, are there any new features expected in the near future?
We are now very happy and very proud of the DS range. We cover the basic needs of the Premium market with our offer. Our range will obviously continue to grow, especially towards electrics. From 2024, our new models will be 100% electric, always with this logic of supporting the customer in the ecological transition. This arrival of electricity will certainly bring the presentation of new models within two or three years. Especially on new electric motors. Always in this logic of offering a premium product specific to the DS brand.
Will this desire for Premium drive up the price of the DS?
The DS and Stellantis teams work hard to control costs and allow us to offer customers the best value for money depending on the services offered. And I want to say that this is our strength at DS, we can look for the best for the customer and find the best balance. Our prices are sometimes high, but they also justify the quality of our products. And even if our costs have increased in recent months, we will be able to offer tariffs adapted to our customers in the future.
The 2022 Paris Motor Show will also feature a large number of models from Asia. Everyone plays the Premium card. How do you see the arrival of these new competitors?
I believe that although new competitors appear, this allows us to remain in positive imitation. It also allows us to show that we are one step ahead. We see that the engines offered by manufacturers from Asia are mostly electric. This is a technology that is central to our strategy and therefore creates more competition.
But we know how to offer something that is adapted to the customer and to the needs of tomorrow. We always have a desire to bring new technologies to serve the client, not just for image. Our main question is: “What can I offer the customer for their mobility needs today and tomorrow?” “.
We use our experience in electric motorsport to provide customers with new technologies. And this is the most important thing. Because the connection between engineers, trade, brand is important to always look for innovation and what customers expect. And at DS, we make sure we always have the right answer.
DS Automobiles, the “box” is more than a stand
During this Mondial de l’Auto, the manufacturer DS is showing all the models present in its range. The new DS3, DS4, the new DS7 and DS9 in an unprecedented performance by Opera. Brand wants demonstrate the excellence of their models, on a stand, which the manufacturer defines as a “cover”. In addition to getting to know the models, you will be able to learn about all the know-how of the brand. In particular, regarding the interior design of various DS.
Visitors will be able to discuss and exchange with DS specialists. In particular, Gerard Campos, a master saddler at DS Automobiles, who will be able to convey his passion and explain all the technical nuances of his work. A way to open behind the scenes.
The DS Automobiles brand will be present until Sunday, October 23, in hall 4.
Mondial de l’Auto in Paris: all the information!
As for many years, in Paris Motor Show 2022 organized on the territory of the park Paris Expo Port de Versailles. The fair takes place in the village Flags 3-4-6.
Finally, not to miss any news from the show, the digital platform Paris Motor Show 2022 offers many news related to independent mobility tomorrow
You can find everything on the site programming show and keep everyone up to date experience for life in the living room
Social networks:
- Youtube
Show dates:
- October 18-23, 2022
Address:
- Paris Expo Porte de Versailles (1 Pl. de la Pte de Versailles, 75015 Paris)
- Pavilions 3-4-6
Source: Auto Plus
Robert is an experienced journalist who has been covering the automobile industry for over a decade. He has a deep understanding of the latest technologies and trends in the industry and is known for his thorough and in-depth reporting.