Unveiling the New DS No7: A New Era for the French Luxury SUV Brand

The automotive world is buzzing with the news of the upcoming second-generation DS No7, a flagship model from the luxury French car manufacturer. Scheduled to arrive next year, this innovative SUV is not just an evolution of its predecessor but a crucial component in DS's strategy to combat a notable sales decline. As the brand shifts its focus towards electric mobility, the DS No7 is set to make a significant impact in the competitive electric vehicle market.

A Bold Move Towards Electric Exclusivity

In a market that's increasingly favoring electric vehicles (EVs), the DS No7 will be sold exclusively with an electric powertrain. This strategic decision aligns with the automaker's vision to move away from traditional combustion engines, embracing sustainable technology as a standard rather than an option. This electric-only approach positions the DS No7 against formidable competitors like the BMW iX3 and Mercedes-Benz GLC, both of which are vying for dominance in the luxury SUV segment.

The transition to the new STLA Medium platform will provide several advantages, allowing for improved performance and efficiency. DS plans to offer multiple battery options to cater to a variety of consumer needs, including a 73.7kWh battery powering a 256bhp front-wheel-drive variant with a commendable range of 355 miles. For those seeking more range, a larger 97.2kWh battery will power a 276bhp front-drive version, extending the range to an impressive 466 miles. High-performance enthusiasts can opt for the top-tier model featuring dual motors, delivering 345bhp and a range of 407 miles — marking a significant leap in production capabilities.

Revamping the Design Language

The DS No7 may be wrapped in camouflage during its testing phase, but early glimpses suggest a bold redesign that echoes the striking aesthetics introduced by its big brother, the DS No8. This redesign aims to captivate onlookers with a flat front fascia, a pronounced nose, and sweeping light bars that elevate its modern appeal. Notably, it features an enlarged body compared to previous models, aiming not only to enhance visual presence but also to improve interior space and comfort.

As the current model and its indirect successor, the DS 9, were recently withdrawn from the UK market due to underwhelming sales—only recording over 500 sales collectively—it’s clear that the revival of the No7 is essential to DS's strategy going forward. The targeted redesign is crucial to attract new buyers while maintaining the loyalty of existing DS enthusiasts.

A Strategic Response to Market Challenges

The automotive sector has faced numerous challenges in recent years, particularly post-COVID-19, with DS sales in Europe plummeting by 22% last year alone. This downturn has prompted the need for urgent action as part of a broader plan to remodel the entire DS lineup and restore its reputation in both luxury and performance.

DS's new leadership under Xavier Peugeot emphasizes the urgency of innovation within the brand, with plans to introduce fresh offerings after years of stagnation. Speaking to press outlets, Peugeot hinted at the impact of the new lineup and its potential to rejuvenate DS, stating that “after several years without major launches, this new step is crucial for us.