Electrifying French Luxury: DS N°8 - Taking on the Premium Electric SUV Market
French Luxury Glider Maiden Voyage: DS No 8 Takes Flight
By Patrick Broich, Geneva
Struggling to make a dent in the German market, DS Automobiles has been playing catch up. Not due to the lack of quality in its products, but because the brand isn't particularly known here, and its dealer network is limited. Add to that the difficulty in communicating the brand values, evoking questions like "who is the target audience?" or "is it aesthetes, artists, connoisseurs, or simply those who find a Volkswagen ID.7 too dull?"
Thankfully, the new DS sedan N°8, even if it's called an SUV-coupe in the press release, isn't one to leave such questions unanswered.
Driving impressions suggest that the N°8 isn't a boring vehicle to drive, especially when you consider its 97.2 kWh battery, capable of storing 23 more kWh than the Volkswagen ID.7’s largest battery. And despite the 400-volt systems shared between both vehicles, the DS N°8 engineers managed to achieve a WLTP range of 750 kilometers with a full battery, making it a long-range master!
But let's be real, range matters, but so does charging performance—especially with electric drives. And while the current state-of-the-art in quick charging might leave the DS N°8 a bit behind, it's not a dealbreaker. People who appreciate the car's luxurious interior and unique styling will probably forgive the lost seconds here and there.
A Strong Showing in the Premium Electric SUV Segment
The DS N°8's interior design shines, featuring a brushed aluminum dashboard, comfortable armchairs upholstered in Nappa leather, and a stylish steering wheel with a four-spoke X-format design. The console may seem a bit plain at first, but subtle details like an extended piece of the dashboard decoration serving as a solid aluminum pull for the doors reveal a well-thought-out design.
The back seat is also a comfortable place to be, with ample legroom and headroom for passengers. However, the truly plush spot is up front left. The 245-horsepower electric car propels the 4.82-meter, 2.2-tonne vehicle quite smoothly when its 345 Newton meters kick in. The suspension handles even the slightest highway waves with ease, although a more significant improvement in cross-furrow handling could make the ride even more comfortable.
But DS N°8 doesn't just offer a comfortable ride; it offers power too. Switching from the FWD Long Range to AWD with two engines turns the comfortable cruiser into a speedster, bringing the horsepower to 350 and the propulsion from smooth to powerful. The dual-engine car accelerates to 100 km/h in 5.4 seconds, making it an impressive EV even by sports car standards.
DS Automobiles' Flagship Electric SUV Coupé: A Niche Luxury Offering
With the DS N°8, DS Automobiles aspires to create a unique, premium electric vehicle experience. Strong performance, luxurious interior materials, and an avant-garde design aim to set the brand apart from competitors. Its premium pricing reflects its luxury positioning, with the base model starting at €57,700, and the top-trim versions reaching upwards of €75,000 or £63,225 in the UK.
Despite the lofty pricing, there's no denying the DS N°8's unique charm. Its bold styling, advanced features, and French design elements capture a niche in the market that may not be mass-market appealing, but attracts EV enthusiasts and luxury buyers who appreciate something left-of-center.
Stellantis manufactures the battery cells in France, ensuring a strong connection to its home market. The French car is built in the Italian town of Melfi, and deliveries will start in September. Will the DS N°8 finally make a splash in visibility on European roads? Time will tell, but one thing is for certain: electric luxury cruisers are here to stay, and the DS N°8 is a significant contender in this emerging segment.
Source: ntv.de
- Stellantis
- Electric mobility
- Electric cars
- Luxury cars
Enrichment Data:- Market Availability: As of now, the DS N°8 is available in major European markets like France, Germany, and the UK.- Market Strategy: DS Automobiles is emphasizing the full-electric nature of the N°8 and has no plans for petrol or plug-in hybrid versions at present. However, they have suggested they may reconsider if the EV market slows significantly.- Germany and Europe: The DS N°8 is pitched as a competitor in the premium electric SUV segment in the German market. Its avant-garde design, lengthy range, and advanced technology attract buyers seeking a luxury EV experience.- Challenges and Positioning: The ambitious pricing strategy raises some eyebrows, especially outside France, where DS’s brand recognition is lower compared to its German and British counterparts. Nevertheless, the DS N°8 aims to differentiate itself through distinctive French design, strong performance, and a high-quality, tech-rich interior.
- DS Automobiles promotes the unique lifestyle that comes with owning the DS N°8, encouraging potential buyers to consider the electric vehicle as more than just a means of transport.
- In an era where advancements in technology and gadgets are shaping societal trends, the DS N°8 stands out with its futuristic design and innovative electric vehicle components.
- As the automotive industry transitions towards an electrified future, the DS N°8, with its premium electric-vehicle capabilities and luxury appointments, serves as a testament to the seamless integration of technology and luxurious cars.
