Brand guide · updated August 2026

DS Automobiles

DS Automobiles is Stellantis's attempt at French premium — a brand spun from Citroën's iconic DS heritage to fight German luxury with Parisian couture instead of Nürburgring numbers. Watch-strap leather stitching, guilloché dials and B.R.M clocks decorate cabins that genuinely feel different; the DS 4 and DS 7 lead a range now committed to electrification. The brand's challenge is conviction: residuals and dealer reach trail the Germans badly, and its identity remains niche in the UK. As an alternative statement, though, nothing this side of £60k feels more distinctive.