DS Automobiles is plotting a comeback under the leadership of Xavier Peugeot, who joined the brand a year ago amid falling sales and strategic uncertainty. Speaking ahead of the first public showing of the DS No7 crossover, Peugeot hinted at an ambitious roadmap that could include a modern reinterpretation of the iconic three-door DS3 hatch, a standout success from the early 2010s.
Addressing concerns about DS’s slow rollout, Peugeot explained the delay in deliveries of the right-hand-drive DS No8 in the UK, citing a temporary shortage of long-range batteries. He confirmed that production at the battery plant is now ramping up. Peugeot is optimistic about the DS No7’s prospects, noting that the outgoing DS7 accounted for half of the brand’s sales.
Regarding the brand’s more luxurious concepts, Peugeot acknowledged the SM concept’s appeal but ruled out launching a model positioned above the DS No8 in pricing. “It would be a mistake to do a car above the DS No8 on price,” he said.
At the entry-level end of the spectrum, the DS3 Crossback is now seven years old, and a replacement is expected soon. Peugeot, however, signaled that the next small DS won’t simply be another crossover, citing overlap with sister brands Peugeot, Citroën, and Vauxhall, which already offer budget-friendly options on shared platforms.
Peugeot stressed the potential of a retro-inspired small car, pointing to the success of icons like the Renault 5, Mini, and the original DS3. “When I joined DS, everyone talked about the original DS3. We’re still thinking along those lines. It would be a striking offer,” he said.
The small DS could leverage Stellantis’ upcoming STLA Small platform, designed for EV and hybrid powertrains, making it one of the first adopters following the next-generation Peugeot 208.
Peugeot also reflected on DS’s recent struggles. “We didn’t launch a car for four years. Now we have three in a year,” he noted, referring to the DS No8, DS No7, and the facelifted DS4, now renamed DS No4.
In terms of pricing, Top Gear predicts that both the DS No8 and No7 will qualify for the UK’s £3,750 EV grant, given that the long-range battery is produced in France and the cars are manufactured in Italy.
DS retains naming rights for its model range from No1 upwards, except for No5, which is owned by Chanel for its perfume line.
