DS wants to rival Bentley and Rolls-Royce

Alongside the presentation of the N°8 model, the head of DS design explained the brand's long-term objectives.

Photo by: DS

By: Alberto Carmone

Jan 19, 2025 at 2:15am ET

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The next rival to Bentley and Rolls-Royce could be a DS. At least that is the intention of the French brand, which is looking to move from its current premium positioning into the more luxurious segments of the market.

DS Design Director Thierry Métroz told Autocar as much during an interview at the Brussels Motor Show, where the French manufacturer's top-of-the-range electric flagship, the N°8, was unveiled.

A long-term objective

Without mincing his words, Métroz admitted that "the mission is to become a luxury brand". However, he admitted that this long-term goal may never be achieved. Métroz added that it was "a very difficult job, because the brand was born in 2014 and it may take 10, 20 years or more to change its positioning".

The interior of DS N°8

Photo : DS

This 'dream' (as DS defines it) is based above all on the quality of the details. The N°8, still according to the French executive, is already inspired by Bentley, at least in the choice of materials and the way they are used.

A new direction

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Asked how DS could give its cars a true luxury feel with common Stellantis platforms (which are mainly used to produce mass-produced models in many different segments), Métroz replied that it was "difficult", although the brand has the option of modifying key parts of the backbone structure, such as lowering the roofline and retracting the windscreen, to achieve different proportions.

According to DS, no sales volume target has been set for the N°8, but the aim is "to make a very good quality car with a pleasing design, focused on the quality of the interior". Meanwhile, Métroz confirmed that the new versions of the DS 7 and DS 4 (to be renamed N°7 and N°4) will have "the same spirit" as the N°8.