DS Automobiles made headlines at the 101th edition of the Brussels Motor Show by presenting its beautiful N° 8 to the public. This car will undoubtedly make its mark in the D segment, with its stunning looks, comfort and up to date EV technology. This car also means a lot for DS Automobiles. So we thought that an interview about the strategy of the brand would be very interesting , and we thank the dynamic PR department of Stellantis Belgium for arranging this interview. Just read further…

Hans Knol ten Bensel

The DS Automobiles N°8 made its debut on the Brussels Salon…

HKTB: It is always quite a challenge to combine the typical DS styling language with the imperatives and constraints modern cars in this D segment have to respond to and offer in terms of safety, performance and space efficiency.

SD: Indeed, we have to show that in terms of elegance and French “savoir faire”, we offer something remarkable. We have shown this with the ASL (Aero Sport Lounge) concept car, which was designed by exterior designer Thomas Duhamel. We wanted to bring a dynamic saloon.

A designers’s drawing of the Aero Sport Lounge Concept Car…

HKTB: What is now on the European and global market the strategy of DS Automobiles?

SD: The strategy is to occupy a strong presence in the premium segment, with an emphasis on electrification in a market which is now fully involved in this energy transition. We want to keep this exceptional French character, with a “savoir faire” in the use of the materials, performing the art of elegantly rendering details, with this attention to styling and design down to the very details, which is not immediately found with our competitors.

We bring elegance, not only in the contours and proportions, but also in the light signature of the car. This makes the car stand out in traffic. This has worked well from the first DS3 onwards and is the unique hallmark of DS Automobiles. Of course we keep this on our new N°8, and this signature will be found further on our future cars.

HKTB: The adoption of numbers is also a step..

SD: Indeed, it is a further evolution, an eye-wink towards further sophistication… What is also important is the reference we make to French coach-building tradition with a dual tone paintwork, a sophistication which is not immediately found on other cars in this D segment.

Your servant together with Sébastien Decarris at the Brussels Show in front of the Ds N° 8…

HKTB: Indeed, the styling language is also a continuation of the angular tradition so typical in French coachbuilding, like the iconic Voisin cars…

SD: En effet! Indeed, when we work on the design of DS cars, we indeed talk about Voisin… and then, there is the comfort, which is also very important for us. It is more than just a “must have”, it is crucial. It concerns the suspension, the seats, and also the thermal comfort. It is especially important in EV cars, and we worked hard on it. For instance, we introduced neck-area heating, which is hitherto only seen on cabriolets…

HKTB: As DS also puts forward “the art of travel” or “l’art du voyage”, I personally would like to see an infotainment software which delivers automatically audio info about the region(s) and cities you are travelling through, and where you can choose political, social or cultural history…

SD: It is an idea we are working on. Of course, in the first place we want to reassure the client driving an EV car, and inform him about charging possibilities on his trip.

HKTB: On the charging infrastructure, are you considering the idea to build a dedicated “DS Automobiles” charging network?

SD: We offer our clients an infrastructure via the “free to move” network. We want to reassure the client in the first place with the car we offer him, i.e. having a long range and an outstanding fast charging capacity. (Up to 160 kW) We wanted to reassure the client, giving him peace of mind with a long(er) range. We think that having a long range is more important than the possibility of (ultra)fast charging.  The automobile is for us (and our clients) first and foremost an object of freedom, of “liberté.” This means that you have to offer a range of around 500 km and more on the motorway.

HKTB: Quality and workmanship is of course also very important in the premium segment. Where is the N°8 built?

SD: It is built in Italy, at the plant in Melfi. The N° 8 is running on the STLA Medium platform, and this is decisive in the industrial strategy and where the cars will be produced.

HKTB: The batteries are also important…

SD: Indeed, they are produced by ACC, (Automotive Cells Co, with as stakeholders SAFT, which is wholly owned by TotalEnergies, and Stellantis and Mercedes – note from the author). We planned from the outset a premium car with a maximum 750 km range, using batteries manufactured in the EU.  

HKTB: Will the N°8 be future proof and be able to accommodate new developed batteries and electric motors during its production run?

SD: Certainly, the platform is able to receive newly developed components during the production life of the N°8. We have a modular strategy and the platforms are designed to accommodate them. This concerns the batteries as well as the electric motors. For all the models of the DS Automobiles range, we were from the outset prepared for its electrification, it is an essential element of our policy and you see this now unfold in the D-segment.

HKTB: I thank you for this interview.

Hans Knol ten Bensel