How DS is Innovating in the Automobile Industry

The UK’s first DS Urban store opened in London’s luxury Westfield shopping centre at the end of last year and is one of various examples of how the premium car brand is innovating. Since DS launched as its own premium brand a few years ago, it has set out a clear vision to move away from its previous ties to Citroën.

Through its varied range of classy and modern models, to unique concept cars and trying out new ways to sell its vehicles, DS is striving to be ahead of the game. So far many of its efforts have been well received. These are some of the ways DS is branching out and innovating within the world of cars.  

DS Urban Store

Offering the UK’s first DS retail experience within a shopping mall, this boutique store delivers a unique way to present and sell models from the DS range. The luxury style of the store matches that of the car brand and appeals directly to the target market. Detailed scale models represent the choice available through DS, while digital technology can be used to personalise the choice of car to specific requirements.

There’s only one car on display, given the much smaller size of the store compared to a traditional showroom. Yet it can be digitally interacted with via DS Virtual Vision headsets to personalise the vehicle for you. Paris and Shanghai also have their own DS Urban stores, and along with online car sales, these are two ways car retailing looks set to change, with DS one of the brands at the forefront. Click here to take a virtual tour of the full DS Urban experiance.

DS Virgin Racing

Joining forces with Sir Richard Branson and the Virgin group, DS Virgin Racing was founded in 2013 to compete in the newly launched FIA Formula E. The team finished 5^th in the inaugural 2014-15 season and improved to come third the following year.

Combining sport, technology and entertainment, both DS and Virgin are working together in an attempt to push electric cars and increase awareness. Many other car brands have their own vehicles and teams entered in Formula E, but few with such a relatively short history as DS. Entering the competition in partnership with Virgin has proven a great way to increase brand awareness with a focus on green driving.   

DS E-Tense

DS has a number of concept cars in its locker, including the Wild Rubis and Divine DS, as it attempts to explore the future of cars in an innovative fashion. One of the most exciting and inventive prospects is the DS E-Tense, which could help transform the future of sports cars. In early 2017 DS filed a trademark for the E-Tense name, suggesting the concept could soon become a reality.

The E-Tense concept was on show at the Geneva Motor Show in 2016. Featuring stunning looks, powered by an e-motor and lithium ion batteries and delivering 400bhp, it’s also capable of 0-62 mph in 4.5 seconds with a top speed of 155 mph. A main concern for many regarding electric supercars is how long they will last, with the E-Tense promising 193 miles on the combined cycle.

These actions all demonstrate how DS are innovating successfully within the automobile world. Which one are you most excited about?