DS 7 CROSSBACK: THE FIRST NEW-GENERATION DS

7 Posted: 7th Feb 2018
DS 7 CROSSBACK: THE FIRST NEW-GENERATION DS
Launched on 1st June 2014, DS Automobiles is presently surfing the crest of a wave. Due to bold innovation, cutting-edge technology and the experience enjoyed by our customers, we were determined to re-establish these distinguished initials within the French automobile industry, and the men and women who work for the brand have spent three passionate years turning that vision into reality.


  • Above all, this entailed producing exceptional cars, and the design of the DS 7 CROSSBACK – the first new-generation DS – began immediately after the brand’s creation. Its proportions, refined styling and the technologies it packs are exactly what we want DS to stand for.

    At the same time, the DS 7 CROSSBACK is being marketed via a bespoke, innovative, multi-channel network that is exclusive to DS, our wish being to provide our customers with an exceptional experience, not only in our DS Stores and DS Salons, but also digitally. Our sales outlets have been conceived not as conventional dealerships but as luxury stores where customers can extend their relationship with us that began in virtual form due to DS Virtual Vision. There are some 400 new DS sales points opening up every day around the world and 60 or so of which are in the UK.

    With our Only You programme offering a comprehensive range of exclusive services, including DS Rent – which provides an opportunity to discover the range by hiring a model – and the DS Privilege club, with its MyDS app, we are breaking new ground when it comes to delivering an engaging brand experience.

    The response we have received to the creation of our DS world confirms that we have brought something new to the market. As part of a large group, yet with the flexibility of a start-up business, the DS brand has been created, shaped and built by teams who are passionate about their work and these three years of work are now bearing fruit. Our first reward will be to see the first customers join us in writing a fresh chapter in the history of 21st century motoring as they take to the wheel of their DS 7 CROSSBACK.