How DS are stepping out of Citroen's shadow

Progressive, creative, and très français – DS Automobiles are the avant-garde brand giving the premium German manufacturers a run for their money

Forget London, Milan and New York.

When it comes to automotive fashion, all roads lead to Paris. And DS Automobiles are putting that Parisian flair front and centre, leaving their Citroen roots firmly in the rearview mirror.

A little French history

DS launched as a standalone marque in 2014, but the story starts way back at the 1955 Paris Motor Show.

The original Citroen DS 21 was so revolutionary it became the French president’s ride of choice in 1968 – not bad for a car that was already making history.

Fast-forward to 2009, and DS crept back into our lives as a Citroen sub-brand.

But by 2014, they’d spread their wings and flown the nest, ready to take on the big guns.

The name itself is rather clever – depending on who you ask, DS stands for Different Spirit or Distinctive Series. But if you parlez un peu de français, you’ll spot it’s also a play on déesse, meaning ‘goddess’.

Bold? Absolutely.

But when you’re gunning for Mercedes-Benz, BMW and Audi, you need to make a statement.

What makes DS different?

While Citroen focuses on affordable family motoring, DS has its sights set firmly on premium territory.

These aren’t cars that roll off a standard production line – they’re crafted with what the French call savoir-faire (that’s ‘polished expertise’ for those whose GCSE French is a bit rusty).

The attention to detail is properly impressive.

DS pioneered ‘pearl stitching’ – a historic Parisian technique that took four years and a specially developed machine to perfect.

The result? Thread that appears and disappears through the leather like magic.

Then there’s the ‘clous de Paris’ guilloche – an engraved metal pattern inspired by the Louvre pyramid that decorates the interior surfaces. It’s basically as close to Parish Fashion Week as most of us will ever get.

The DS cars that are making waves

If we took you through the entire DS line-up, we’d be here all day.

So, instead, we’ve highlighted three of our favourites, which was no easy feat. They’re all very good cars, and all worth a second look if you’re considering a DS lease.

But these three?

Well, they’ve got a special little something about them. A little je ne sais quoi, if you will.

DS 4: The Goldilocks car

If a hatchback feels too low and a crossover SUV too tall, the DS 4 might be just right.

It’s the French answer to ‘why choose?’ when you can instead have the best of both worlds.

With its diagonal creases, textured LED light and optional two-tone roof, this isn’t a car for wallflowers. The interior feels properly cocooning, with knurled metal, unusual stitching and materials so soft you’ll want to give them a little stroke.

But only when parked, for safety.

Four trim levels named after Parisian landmarks – Bastille, Trocadero, Rivoli and Opera – give you plenty of choice.

Unless you fancy storming the Bastille daily, the Trocadero and Rivoli trims offer the sweet spot between tech and value.

DS 7: The attention-grabber

The DS 7 was DS’ first car designed from the ground up as a proper DS. Up against the Audi Q3, BMW X1 and Mercedes-Benz GLA, it had serious work to do.

Those slim LED headlamps and five vertical light bars (the ‘light veil’, if you’re taking notes) certainly grab attention.

Inside, it’s all diamond finishes – diamond-faceted switches, diamond screen graphics, diamond stitching. You might even spot Mona Lisa smiling back at you.

The Rivoli trim includes massaging front seats and a central clock from luxury French watchmaker B.R.M Chronographs.

The Opera trim adds ventilated seats, electric tailgate and panoramic sunroof. It’s even been the French president’s choice of wheel – and after all, what’s good for the goose is good for the gander.

DS No8: The new electric flagship

The latest addition to the DS family, the DS No8, is where French luxury meets cutting-edge electric technology.

This sleek machine slots perfectly between hatchback and crossover, offering the best of both worlds with properly impressive electric credentials.

Available with two battery options – a 74kWh unit delivering 357 miles of WLTP Comb range, or a whopping 97.2kWh battery that’ll take you 469 miles on a single charge.

That’s London to Edinburgh with juice to spare.

Want more excitement? The twin-motor version loses 40 miles of range but gains serious punch – 350bhp and a 5.4-second sprint to 62mph. It’s proof that going electric doesn’t mean going boring.

The interior is uncommonly angular, made from fresh materials with interesting ambient lighting that makes even the daily commute feel special.

Heated and ventilated seats in the rear, plus heating fans in the front headrests, provide climate control straight to your body – more efficient than heating the whole cabin.

And fast charging means you can get from 20-80% charge in under half an hour with a rapid charger.

Perfect for those spontaneous weekend getaways.

The luxury collection

If standard DS models aren’t quite luxurious enough, the Esprit de Voyage models take things up another gear.

Inspired by haute couture and available in plug-in hybrid (PHEV) form, these are the crème de la crème.

Both the DS 4 and DS 7 Esprit de Voyage models come with Pebble Grey Nappa leather, exclusive finishes and enough tech to make a space shuttle jealous.

The DS 7 version even features heat-embossed Pearl Grey Nappa leather on the dash, because apparently regular leather just wasn’t fancy enough.

Ready to go French?

DS have successfully carved out their own slice of the premium market, offering something genuinely different from the German establishment.

Whether you’re after the practical luxury of the DS 7, the style-forward DS 4, or the electric sophistication of the DS No8, there’s a DS that’ll add a little Parisian panache to your driveway.

Ready to give your next car lease some French flair?

Our team can help you find the perfect DS deal – no beret required, but definitely recommended.