FRENCH carmaker DS have set their sights on rivalling the likes of Rolls-Royce and Bentley with a daringly plush new motor.
The Stellantis-owned producer, which was previously part of Citroen after they launched the DS3 in 2010, has since constructed a status as a premium marque.
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Presently, they rival the likes of Audi, Mercedes, Lexus, and Jaguar with their vary of high-class saloons and hatchbacks, in addition to SUVs and Crossovers.
However in a current report from Autocar, their design director Thierry Metroz hinted at loftier ambitions, saying their “dream is to be the Louis Vuitton of the automotive trade”.
Exhibiting off their new No.8 mannequin on the Brussels motor present, Metroz mentioned: “We’re premium however our mission is to be greater than premium.
“We want to evoke a sense of luxurious.”
Of their transient historical past, which noticed DS solely change into an official standalone model in 2014, they’ve gained a status for trendy vehicles with stylish interiors, however to make the subsequent step will take time.
Metroz added: “It is loads of work, because the model could be very younger.
“We solely launched the model in 2014. It most likely takes greater than 10 years, possibly even 20, to attain the positioning of a luxurious automotive model.”
The upcoming No.8, which works on sale this 12 months, took inspiration from Bentley – notably relating to its inside.
Metroz mentioned: “It is a very luxurious inside.
“In comparison with our German opponents, it is in regards to the high quality of the supplies and the main points of the inside. It is a luxurious style.
“It isn’t German for the inside; it is extra like Bentley.
“It isn’t Bentley, after all, however the form of inspiration is extra Bentley or Rolls-Royce than Audi or Volkswagen.”
Clearly, the No.8 goals to vary perceptions of the model, which is seemingly present process an identification change.
This contains new variations of the favored DS 7 SUV and DS 4 hatchback will probably be renamed the No.7 and No.4 respectively, and could have “the identical spirit” because the No.8.
The flagship No.8 has no gross sales goal, with Metroz including that DS merely needs “to make a really high-quality automotive with a gorgeous design centered on inside high quality”.
He added: “We have to promote vehicles, like several model, however our goal is to not promote loads of vehicles; we choose to strengthen the positioning of the model with the luxurious feeling.”
DS is not the one model altering its method; legendary designers Pininfarina lately unveiled a futuristic caravan representing the head of technological innovation.
Pininfarina is famend worldwide amongst automotive fanatics because the brains behind a few of historical past’s most iconic automobiles, such because the Ferrari 308 GTB, Alfa Romeo Spider, and Peugeot 406 Coupe.
However the Italian design home lately showcased idea designs for its AI Transformer Residence Trailer, or ‘AI-THt’.
This smooth motorhome, created as a part of Pininfarina’s partnership with AC Future – an American agency that builds “sustainable, transformer houses” – features as a towable ‘dwelling trailer’, a static ‘dwelling unit’, and even a ‘drivable dwelling’.
