Stellantis’ DS Brand Aims for Luxury, Targeting Rolls-Royce and Bentley

Stellantis Seeks to Crown DS as a Luxury Powerhouse

Stellantis, a leading global automotive manufacturer, is on a mission to make waves in the luxury car market. Their enterprising plan centers around elevating the DS brand, currently associated with Citroen, to compete with prestigious names like Rolls-Royce and Bentley.“Instead of fighting Audi and BMW, our sight is Bentley and Rolls-Royce,” revealed Thierry Metero, DS’s chief designer, in a recent interview with *Autocar*. He describes DS as a “premium” brand striving to reach the pinnacle of luxury.

This change involves a multi-pronged approach. A key focus is dramatically enhancing production quality and integrating premium materials. This commitment to excellence comes at a cost, but Stellantis has strategically opted for a smaller production run with higher price points, aiming to maximize profitability per vehicle.

The journey toward luxury isn’t without its hurdles. Last year, DS sales experienced a 22.4% decline, selling 37,480 units. despite these challenges,metero emphasizes the importance of distinctive design as a key differentiator,promising customers a unique experience that transcends mere imitation.

While DS vehicles will ultimately share Stellantis’ technological foundation, Metero underlines the brand’s determination to create a distinct identity, clearly separating them from their Citroen counterparts.Realizing the stature of Bentley and Rolls-Royce, Metero acknowledges, is a long-term objective. He estimates it will take a minimum of 10-20 years to fully establish DS as a recognized luxury brand in the minds of consumers.

DS: Chasing the Dreamscape of automotive Luxury

Stellantis is making a bold move in the high-stakes world of luxury automotive. The company’s DS brand is aiming for the top tier, setting its sights squarely on established giants like Rolls-Royce and Bentley. To understand this audacious vision, we spoke with Trier Metro, DS’s Chief Designer, about the journey ahead.

A Vision for Unparalleled Exclusivity

Metro’s remarks to Autocar about DS’s aspirations to compete with automotive royalty have sent ripples through the industry. “We believe the premium market is ripe for disruption,” Metro states confidently. “Rather of battling established players like Audi and BMW, we’re aiming higher, for a segment where DS can truly stand out. Our goal is to build a brand synonymous with exclusivity, craftsmanship, and a unique automotive experience that transcends mere imitation.”

Elevating Craftsmanship to New Heights

But how does DS plan to carve its niche in this fiercely competitive landscape? Metro outlines a clear strategy: “We are laser-focused on elevating production quality and material selection. Every detail, from the stitching on the leather to the precision of the engineering, will reflect the DS commitment to excellence. We’re also heavily investing in a distinctive design language that will clearly differentiate DS from its Citroen heritage.”

Navigating the Challenges of luxury

Last year saw DS sales dip, a hurdle that many luxury brands encounter. Metro acknowledges the competitive landscape and the challenges of growth, but remains optimistic. “We believe that focusing on a smaller production run with meticulously crafted, high-quality vehicles at a premium price point will ultimately be more profitable in the long run. It allows us to cultivate a discerning customer base who truly appreciate the DS experience.”

A Long Road to Automotive Royalty

Becoming a recognized luxury brand takes time,patience,and relentless dedication. Metro is realistic about the journey ahead. “this is a marathon, not a sprint. Becoming a truly established luxury brand requires consistency, innovation, and time to build trust and recognition.We estimate it will take at least 10 to 20 years to fully achieve this goal.”

Looking Ahead: shape-shifting Luxury

As the automotive landscape evolves, what will set DS apart from the crowd? Metro reflects on the trends shaping the future of luxury: “DS will differentiate itself through a unique blend of technology, design, and personalized experiences.We see a future where vehicles are not just modes of transport but transformative spaces that cater to the individual’s needs and desires.While other brands might focus solely on performance or technology, DS will strive for a holistic luxury experience that encompasses all aspects of the automotive journey.”

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how will DS leverage technology to create a truly holistic luxury automotive experience?

DS: Charting a course Towards Automotive Royalty

Stellantis is shaking up the luxury automotive sector wiht aspiring plans for its DS brand. Aiming to compete with titans like Rolls-Royce and Bentley, DS is poised to redefine luxury driving. We spoke with Thierry Metro, DSS visionary Chief Designer, to delve into thier audacious journey.

A Vision Beyond Conventional Luxury

“We believe the premium market craves disruption,” Metro confidently states.“Instead of competing directly with established players like Audi and BMW, we’re setting our sights higher, aiming for a segment where DS can truly stand apart.our goal is to craft a brand synonymous with exclusivity,exceptional craftsmanship,and an automotive experience that transcends mere imitation.”

Elevating Craftsmanship: The Cornerstone of Luxury

to achieve this lofty goal, DS is prioritizing meticulous craftsmanship. Metro explains,“We’re laser-focused on elevating production quality and material selection. Every detail, from the stitching on the leather to the precision of the engineering, will reflect DS’s unwavering commitment to excellence. We’re also investing heavily in a distinctive design language that clearly separates DS from its Citroen roots.”

Navigating Challenges: A Calculated Approach to Growth

While the luxury automotive landscape is undeniably competitive, Metro remains optimistic. “We understand the challenges,” he acknowledges, “but believe focusing on a smaller production run of meticulously crafted, high-quality vehicles at a premium price point will ultimately lead to greater profitability. It allows us to cultivate a discerning clientele who truly appreciate the DS experience.”

The Long Road to automotive Royalty

Becoming a recognized luxury brand requires unwavering dedication and a long-term vision.Metro understands this, stating, “Building a truly established luxury brand is a marathon, not a sprint.It demands consistency, innovation, and, crucially, time to cultivate trust and recognition. We estimate it will take at least 10-20 years to fully achieve this goal.”

Shaping the Future: A Holistic Luxury Experience

Looking ahead, Metro envisions a future where DS leads the charge in shaping a new paradigm of luxury. “DS will differentiate itself through a unique blend of technology, design, and personalized experiences. We envision vehicles as transformative spaces that cater to individual needs and desires. While others focus solely on performance or technology, DS will strive for a holistic luxury experience encompassing all aspects of the automotive journey.

What role do you believe technology will play in shaping the future of luxury automotive experiences? Share your thoughts in the comments below.