For the DS brand, 2017 is a year of far-reaching transformation: the first-half of which saw product developments with the reveal of the first of the brand’s next-generation models, the DS 7 CROSSBACK, followed by themed Limited Edition DS 3 and DS 4 CROSSBACK.
The DS brand is progressing with its commitment to develop high-end, exclusive cars that are emblems of innovation combining the excellence of French know-how. The strategy is supplemented by the implementation of a dedicated DS network and the digitization of showrooms. Some 40 DS Stores and DS Salons are currently under construction and that number rises to around 70 going forward. Other key developments include the roll-out of the DS customer experience program “Only You” which involves far-reaching high-end customer experiences and services.
In the premium car market, the DS 3 / DS 3 Cabrio remains the timeless, stylish and chic Parisian vehicle, supplemented by the equally distinctive DS 4 hatchback, DS 4 CROSSBACK and DS 5 executive hatchback.
To cultivate the exclusiveness and rarity of these models in their current collection and meet the needs of customers looking to express themselves personally, DS has launched themed limited edition models such as the DS 3 Ines de la Fressange Limited Edition, DS 4 CROSSBACK Moondust Limited Edition and DS 3 Connected Chic.
With the DS 3 Ines de la Fressange Limited Edition hatchback, the variant offers a strong character and plenty of refinements. It combines the referencing of an automotive icon applauded for its inimitable styling and personalisation offer with a key figure in stylish Parisian fashion – Ines was the original face of Chanel.
Next up, the DS 4 CROSSBACK Moondust Limited Edition, launched in March, has an original personality discernible from the very first glance. It stands out from the crowd with its matt Platinum Grey paint finish. Supplemented with a high-end interior, featuring black grained leather.
Meanwhile, the DS 3 Connected Chic is a new trim level and has the alliance of elegance and connectivity. Incorporating the most popular styling and technology features, like 17 inch alloy wheels, LED front fog lights, Black Contrast Pack (bi-tone paint including black roof/door mirror paint finish), Basalt Black cloth upholstery, satellite navigation, Mirror Screen with Mirror Link® and Apple CarPlayTM, alarm and automatic air conditioning.
This quest for exclusiveness is also expressed in the enthusiasm for sportier-looking models and this is available range-wide with the DS Performance Line. This refined and dynamic trim level is available on DS 3, DS 3 Cbario, DS 4 and DS5, and accounts for nearly 10% of the range sales of these models.
On sales network, the DS network is rapidly evolving, with the first DS Urban Store opened at Westfield, Shepherds Bush in 2016 and the first DS Store unveiled in Manchester at the beginning of July, with plans for some 40 more by the year end, with a projected total of around 70 going forward. These will include DS Stores and DS Salons.
DS Stores are equipped with DS Virtual Vision to bring customers an industry-leading original experience that takes them on a high-quality immersive 3D journey through the whole DS vehicle collection. Equipped with a virtual-reality headset, visitors can configure their choice of models across DS the range: DS 3, DS 3 Cabrio, DS 4 hatchback, DS 4 CROSSBACK, DS 5 executive hatchback, as well as the forthcoming DS 7 CROSSBACK and Limited Edition La Première model (available to order until 31st December 2017).
Last but not least, visitors get to discover the models in a dynamic, interactive and captivating manner, and will no doubt enjoy finding themselves at Place de la Concorde in Paris alongside the DS of their choice.