In a premium SUV market long dominated by German marques, DS Automobiles continues to carve out its own distinctly French niche. The new DS N°7 replaces the brand's best-selling model and arrives with bold ambitions, combining electrified powertrains, refined design and a luxury-focused driving experience.
During the international launch, our motoring journalist Tim Barnes-Clay sat down with Emmanuel Schaeffer, Head of Product at DS Automobiles, to discuss the significance of the new N°7, the evolution of the DS brand and why French luxury remains at the heart of everything the company does.
"We're giving customers more"
Tim Barnes-Clay: Emmanuel, thank you for taking the time to speak with me. The new DS N°7 is an impressive vehicle. Why do you believe it has the potential to be such a success?
Emmanuel Schaeffer: There are several reasons. Firstly, we're entering one of the most important segments in the market while replacing our best-selling vehicle. That's a major responsibility.
We've stayed true to what made the original successful, but we've also pushed further. The N°7 offers greater comfort, improved sound insulation and a more refined overall experience. We always try to give our customers something extra.
At the same time, we've remained faithful to the essence of DS. Technology and quality are expected in this segment, but what differentiates us is French refinement. We want our vehicles to offer not only capability, but also emotion.
A premium choice for individual thinkers
TBC: What do you think the DS N°7 says about someone who chooses to drive one?
ES: I think our customers are people who want something different without being unconventional for the sake of it.
They appreciate beautiful details, quality craftsmanship and thoughtful design. They might notice the feel of a material, the shape of a surface or the atmosphere inside the cabin.
They aren't necessarily looking for the obvious premium choice. They want something with character and personality, something that feels more emotional and individual.
Bringing French luxury to the road
TBC: DS today is very different from its origins. How would you describe the modern brand?
ES: DS became an independent brand in 2014. From the beginning, our objective was to establish a genuine premium marque within the group.
We felt there was space for a French interpretation of premium motoring. Germany has been hugely successful in this area, but France has its own rich traditions in luxury, fashion, gastronomy and craftsmanship.
We wanted to bring those values into the automotive world and create vehicles that reflect a uniquely French approach to luxury.
Importantly, we felt this could only be achieved through an independent premium brand. Customers in this segment expect a premium experience throughout their ownership journey.
More than transport
TBC: So, DS is selling more than simply a car?
ES: Absolutely. It's about a lifestyle and a way of appreciating quality, design and refinement.
Electrification with choice
TBC: The N°7 will be offered as a fully electric vehicle and a hybrid. Which do you expect to resonate most strongly with customers?
ES: Electrification is central to our strategy. DS is the most electrified brand within Stellantis, which many people don't realise.
We're investing heavily in efficiency and range because we want our electric vehicles to be among the benchmarks in their respective segments.
However, we recognise that not every customer is ready to move to a battery-electric vehicle today. That's why hybrid options remain important. They allow customers to enjoy the DS experience while transitioning towards electrification in a way that suits their needs.
UK arrival
TBC: When can British motorists expect to get behind the wheel of the new N°7?
ES: We expect customer deliveries to begin towards the end of this year or early next year.
Looking ahead
TBC: Finally, where do you see DS heading in the years ahead?
ES: The future is very positive. Stellantis has reaffirmed its commitment to DS, and we remain an independent premium brand within the group.
We'll continue to build on our strengths, which are French refinement, craftsmanship and attention to detail. Those qualities define who we are and will continue to shape the next generation of DS vehicles.
We want to keep creating premium cars that stand apart from the mainstream and offer customers something genuinely distinctive.