Why Is DS Considering Performance Models Now?
If you’ve followed DS Automobiles over the past decade, you might have noticed a curious gap in their lineup. Despite a strong presence in Formula E and a knack for eye-catching concept cars, DS hasn’t yet delivered a true performance model for the road. So, what’s changed? Why is the brand suddenly hinting at a sportier future?
The answer lies in a mix of market dynamics and brand ambition. DS’s new CEO, Xavier Peugeot, recently opened up about the idea, suggesting that the time is right to leverage their motorsport pedigree. As he put it, racing isn’t just about trophies—it’s a way to inject energy and innovation into the cars we drive every day. And let’s be honest: in a world where premium brands are constantly jostling for attention, a performance flagship could be just the ticket to stand out.
How Could a Performance DS Benefit the Brand?
There’s more to this than just bragging rights. For DS, launching a performance model could be a strategic masterstroke. The premium car market in Europe is fiercely competitive, with established giants like BMW, Audi, and Mercedes-Benz dominating the landscape. But here’s the twist: premium cars make up about a quarter of all sales in Europe, yet they account for a whopping 40% of the profits, according to recent industry data. That’s a slice of the pie DS—and parent company Stellantis—can’t afford to ignore.
A performance flagship wouldn’t just boost the brand’s image. It could also attract a younger, more dynamic audience. Formula E has already helped DS connect with a new generation of fans, and bringing that excitement to the showroom floor could be a game-changer. Think of it as turning racing passion into real-world desirability.
What Role Does Formula E Play in DS’s Strategy?
You might wonder: does racing really matter to road car buyers? For DS, the answer is a resounding yes. Their involvement in Formula E isn’t just about speed—it’s about technology transfer. The lessons learned on the track, from battery management to aerodynamics, can directly influence the cars you see in dealerships.
Xavier Peugeot highlighted this point, noting that motorsport brings a sense of dynamism and innovation to the brand. It’s not just marketing fluff, either. Several automakers have used racing as a testbed for new tech, which eventually trickles down to production models. For DS, the hope is that a performance car inspired by their Formula E experience will offer something genuinely different—both in terms of driving excitement and cutting-edge features.
Is DS Chasing Ultra-Luxury Rivals Like Rolls-Royce and Bentley?
There’s been some buzz about DS aiming for the heights of ultra-luxury brands like Rolls-Royce and Bentley. In June, DS’s design director Thierry Métroz even hinted at ambitions to match their levels of quality. But CEO Xavier Peugeot was quick to set expectations. While DS may draw inspiration from these icons, the goal isn’t to compete directly at that stratospheric level. Instead, DS is focused on carving out its own space in the premium segment—think more along the lines of Audi or Polestar than Rolls-Royce.
This approach makes sense. The ultra-luxury market is a different beast, with its own set of rules and expectations. By staying true to its premium roots, DS can focus on delivering high-quality, innovative cars without overreaching.
What’s Next for DS’s Lineup?
DS has been relatively quiet on the product front in recent years, but that’s starting to change. The launch of the new No8 flagship and the heavily updated (and renamed) No4 signal a renewed push for relevance. Interestingly, DS isn’t setting hard sales targets for these models. Instead, the focus is on building a strong, desirable brand that can hold its own against the German heavyweights.
Looking ahead, the addition of a performance model seems more likely than ever. The 2022 E-Tense concept, with its jaw-dropping 805bhp, offered a tantalizing glimpse of what’s possible. If DS can translate that vision into a production car, it could mark a turning point—not just for the brand, but for the broader premium EV market.
Why Should Drivers Care About a Performance DS?
At the end of the day, what does all this mean for drivers? For starters, more choice. If you’re in the market for a premium electric car with a bit of flair, DS could soon offer a compelling alternative to the usual suspects. And with their motorsport know-how, there’s every reason to expect a car that’s not just fast, but genuinely engaging to drive.
But perhaps the bigger story is what this says about the future of the car industry. As electrification accelerates and new players enter the scene, brands like DS are being forced to innovate or risk fading into the background. By embracing performance and technology, DS is betting that it can capture the imagination of a new generation of drivers.
The Takeaway: DS Is Ready to Shake Things Up
DS Automobiles stands at an intriguing crossroads. With fresh leadership, a renewed focus on performance, and a willingness to learn from both motorsport and luxury icons, the brand is poised for a new chapter. Whether you’re a die-hard car enthusiast or just someone who appreciates a bit of excitement in your daily drive, DS’s next move is worth watching. The outcome? If they get it right, it could be game-changing—not just for DS, but for the entire premium car market.