The Year In Review: DS 

With the brand only recently branching away from Citroen, DS have had an exciting and important year. 

We look back at some of the highlights of 2018.

February Highlights

DS 7 Crossback won the Grand Prix for the most beautiful interior.

During the evening’s opening ceremony for the 33rd Festival Automobile International, Thierry Métroz, DS style director, received the ‘Award for Best Interior’ for DS 7 CROSSBACK, presented by Etienne Gernelle, president and CEO of Le Point magazine. ​​

Unveiled to the world at the 2017 Geneva Motor Show, DS 7 CROSSBACK carries all the hallmarks of style and credentials crafted by DS designers over several years. The style team has invested all its savoir-faire into the new-generation model, which is also the standard-bearer of stylistic codes for future DS models. Directly inspired by DS Divine and DS E TENSE concept-cars, DS 7 CROSSBACK affirms the identity of the DS brand; its status, its refinement and its technology.

Contemporary, thanks to two 12-inch screens. The interior also includes several exclusive features such as ‘pearl stitching’, a decorative topstitch that creates small pearl-effect stitches on the dashboard and door panels. Technical validation (impact and abrasion testing) took more than four years of work for the DS team and equipment manufacturers. Such a process is unique within today’s automotive industry.

Leather and guilloché work are also hallmarks of DS savoir-faire. 
The DS brand uses two types of leather—grained leather and Nappa leather with a softer feel—but also an ‘Art Leather’, which is patent Nappa. Sourced in large quantities with the assistance of suppliers, these exclusive materials are reserved for the most refined cabins, such as that of DS 7 CROSSBACK. Occasionally, it is the brand’s design teams who offer new materials and methods to suppliers, such as the hide used to create seats featuring a watch-strap pattern, a design exclusive to DS models created by the brand’s leather-workers.

The DS 7 Crossback became available to preview in the UK. 

The new DS 7 Crossback is an innovative and prestigious SUV that delivers a comfortable ride in its luxurious cabin. What’s more, this large family car is exceedingly spacious and comes very well-equipped.​

DS Automobiles UK appointed Alain Descat as its new Managing Director.  The new position was created as the new DS 7 Crossback SUV joins the range. 

Descat has worked for PSA Group since 2001 holding a number of sales and marketing roles. 

He was also involved in the transformation to digital processes and created a PSA Group ‘Digital Factory’ in the Benelux combining all of the three PSA Group Brand’s operational requirements, to meet the fast-moving automotive marketing environment.

March Highlights

Tates new DS Stores brought a taste of Paris to Sussex when we opened our doors in March.  

Located on Old Shoreham Road, Portslade and Fleming Way, Crawley they have been conceived from the floor up to represent premium french car brands, DS Automobiles.  

Due to the latest technology, the DS Stores will give new and used car buyers a unique environment to explore, experience, specify and purchase their next DS.

May Highlights

The French Ambassador to the UK was the first to take delivery of the DS 7 Crossback with the new PureTech 225hp petrol engine for his official French Embassy duties. 

His Excellency, Jean-Pierre Jouyet, Ambassador of France to the United Kingdom, met with Alain Descat, Managing Director DS Automobiles UK for the arrival of the new official French Embassy car - DS 7 CROSSBACK Ultra Prestige – a top-specification flagship model with the latest PureTech 225hp petrol engine.

The French Embassy DS 7 CROSSBACK car was specially chosen for official duties and as the transportation for the Ambassador of France to the UK primarily for its alluring presence, French automotive savoir-faire and for its sector-unique features, like the DS Active Scan suspension for optimised ride comfort.

June Highlights

On 5 June 2018, the 20th International Engine of the Year awards jury, meeting in Stuttgart Germany and made up of 70 international motoring journalists, gave our DS 3 PureTech 110 engine the world-wide accolade for the fourth straight year.

Fitted to the DS3 and DS3 Cabrio city cars, this engine contributes towards improved performance, economy and efficiency. Thanks to this, you’ll enjoy an average 4% reduction in fuel consumption, compared to the previous generation engine, along with its brilliant driving characteristics.

July Highlights

DS Automobiles supports London in the Sky 2018.

This is the 2nd year DS Automobiles has been the title partner of this top dining experience – London-in-the-Sky, which in 2018 is located on the South Bank by the National Theatre, not far from Waterloo station.

London-in-the-Sky is a fine dining experience where participants dine at a table suspended 100 feet in the sky. It provides a unique experience to taste a Michelin-starred menu created by DS Brand Ambassador Pascal Aussignac, while seated with an aerial view of London landmarks. This year London-in-the-Sky is operational over 10 days, between Thursday 5 and Sunday 15 July.

Mark Blundell, UK Marketing Director at DS Automobiles, commented: “We are delighted that our partnership with London-in-the-Sky continues. It offers a fine dining experience in a spectacular fashion and is the perfect backdrop to bring awareness to premium-positioned DS Automobiles and showcase our latest products, notably the all-new DS 7 CROSSBACK and our ONLY YOU, DS customer experience programme to prospective clients”.

August Highlights

​DS Automobiles and TECHEETAH​ form a partnership.

This partnership brings the first chapter of the brand’s involvement in the electric street racing series alongside Virgin Racing to an end; a partnership that has harvested five race wins, sixteen podium finishes, six pole positions and three fastest race laps. 

In the course of the last three seasons, DS Virgin Racing has finished inside the top three of the Teams’ classification twice.

DS Automobiles announced Rob Thomas as its new Sales Director.

This is a new senior DS position in the UK and is timely, as it comes as DS Automobiles expands its presence with the progressive launch of a new second-generation product range and an expanding DS dealer network.

Rob was previously Sales Director at Banque PSA Finance, and starts the new role in August located at the UK Headquarters at Pinley House in Coventry. Born in 1974, Rob is 43 years old and married with one son. He started his career as a trainee sales executive in 1997 and enjoyed a varied career in motor retail before joining Groupe PSA in 2008. Previous roles at Groupe PSA included Used Vehicle Operations Manager for Robins and Day, and Head of Regional Operations for Citroёn UK before moving to PSA Finance.


September Highlights

DS announced their new model DS 3 Crossback.

DS 3 Crossback is the luxury compact SUV, combining refinement and advanced technology. With its striking design, DS 3 Crossback stands out as modern, sophisticated and elegant.

From its first public appearance at the 2018 Paris Motor Show which closed on 14 October, DS 3 CROSSBACK proved popular with car fans.

On 12 October 2018, the SUV was hailed “Best production car” at the 2018 Paris Motor Show by the Grand Prix Auto Plus - RTL - Turbo.


DS Automobiles were partners of the 2018 Smart Women Week, which again was a resounding success. DS were on hand to offer a luxury lounge experience, where guests could relax, have a coffee and macaron, and work if they wish. 

In fitting with the event, VIP guests arrived and departed in the luxury of a DS 7 CROSSBACK.

October Highlights

DS was at the Paris Motor Show showcasing their new models:

  • DS 3 CROSSBACK - the SUV icon of High-Tech Style makes its show debut in Paris and the 100% electric version is DS 3 CROSSBACK E-TENSE;
  • DS 7 CROSSBACK E-TENSE 4x4 - equipped with a highly-versatile PHEV powertrain;
  • DS E-TENSE FE 19 - 100% electric single-seater race car from the FIA Formula E championship, displayed in its new 2018/2019 livery;
  • DS X E-TENSE - is the Brand's fully electric Dream Car - the vision of luxury for 2035.
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