Issues are lastly going to get fascinating for DS in 2017

Progress on DS’ assault on the automotive market has appeared sluggish thus far, however that might change, says Graham Hope

There are a lot of automotive manufacturers that want an enormous 2017, however few extra so than DS. When it cut up from Citroen a few years in the past, it was very a lot a ‘comfortable’ launch; there was no genuinely new product. As an alternative it has targeting constructing its infrastructure in preparation for a serious assault.

It’s a method that has meant progress has appeared sluggish. However after I caught up with gross sales and advertising boss Arnaud Ribault on the new DS City Retailer within the Westfield London shopping center, he made it clear that the imaginative and prescient for DS stays on observe.

“Sure, the amount has decreased [since launch],” he stated. “However that’s superb with our technique as we’ve transformation in model picture. A very powerful work we do is to create the distribution system and work on the client expertise.”

Ribault is a realist, although, and accepts that DS’s future will likely be decided by the vehicles it makes. To that finish he’s massively excited by the near-production prepared SUV that may seem on the 2017 Geneva Motor Present, prone to be strongly influenced by the Wild Rubis idea. “It will likely be our flagship and pull the model. It will likely be an enormous step in our challenge by way of tech and tools,” admitted Ribault.

It’ll go on sale in 2018, to be adopted by 5 extra new DS vehicles that will likely be offered globally and all supply electrification; an fascinating prospect. Intriguingly Ribault informed me DS’s Canadian three way partnership with Quebec and Exagon is working to “create elements for high-performance electrical vehicles – between 400bhp and 700bhp”. We all know the E-Tense idea had round 400bhp, however may one thing really thrilling even be within the pipeline?

Time will inform, however what is obvious is that issues are lastly shifting by way of new vehicles. Many will likely be watching this most formidable of initiatives with a eager eye over the subsequent 12 months, myself included.

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