DS set to capitalise on luxury demands

French brand is looking to take on the premium players with its new flagship SUV, writes Carmel Stewart

Another SUV launched into this already bursting-at-the-seams segment?

Well, yes and no.

Yes, DS has launched a new SUV but no, it is not up against the Kias, SEATs and Vauxhalls of this world. It has its sights set on far bigger targets, Range Rover, Jaguar, Audi and BMW among them. Pre fixes attached to this vehicle will include premium, hi-tech and avantgarde with a few cutting-edge, bespoke and luxuries thrown in for good measure.

And there is no doubt that DS (under the PSA umbrella) has expended vast amounts of time, energy and money developing the DS7 – four years from drawing board to showroom – and that it demonstrates a clear intention to challenge for a place under the upmarket spotlight.

New from the ground up, it is stylish, comfortable, well specified and packed to its crystal gunnels with technologies and a few sparkling French fancies.

Highlights include active LED vision headlights, night vision camera, automatic parking, active scan suspension, pearl stitching, crystal controls and wood insets, as well as nine body colours and five different interiors. And, just in case you forget which one you chose, the design name is badged up on the interior facia – Bastille, Rivoli, Opera etc.

The four trims are designated Elegance, Performance Line, Prestige and Ultra Prestige. Standard spec includes 18-inch wheels, hill start assist, trailer stability, cruise control with speed limiter, lane departure warning, driver attention warning, rear parking sensors, remote tailgate opening, DAB radio, Bluetooth plus Apple CarPlay and Android Auto connectivity.

The brilliant active LED Vision and high beam assist comes in one level up – Performance Line onwards. The system automatically adjusts the headlight beam according to road conditions and oncoming traffic. In the countryside, the beam is straight, in the city centre it is widened to incorporate pedestrians and parked cars, on the motorway it is raised and in bad weather it is automatically intensified when the wipers are activated.

The optional night vision infra-red camera identifies pedestrians and wildlife up to 100m away, displaying the image on the dash screen. DS is the first in this segment to make this technology available, albeit at the cost of £1,600.

But all this hi-tech wizardry comes at a cost. Prices for the new DS7 start at £28,050 for the Elegance trim, powered by the 1.5-litre, 129bhp diesel engine married to a six-speed manual transmission, rising to £43,535 for the 2.0-litre 178bhp diesel with the eight-speed automatic transmission. Petrol models are available with automatic transmission only and start at £34,985.

On the road, the front wheel drive DS7 proved to be delightfully quiet and composed with precise steering and well-tuned suspension, although 20-inch wheels

might prove a little harsh for some of our less well maintained road surfaces.

The DS 7 will be sold not in mere dealerships but in dedicated salons and stores. DS says it has 400 new sales points opening up around the world every day – in the UK we have 60.