How the French luxury brand aims to reinvigorate itself with a large electric sedan

Since it left Citroën’s Fold a decade ago to stand on its own two feet, the DS label has played a tough role. French high-end emblem Stellantis is struggling to find its tracks. Limiting sales to around 60,000 units with four models and its activity in China lifted the industrial and commercial fiasco. Even in Stellantis the question burns the lips: can the DS label take off or is it condemned to develop on a narrow path?

The heads of the Italian French group can explain that the brand embodies French luxury, the line is not always very clear with Peugeot, Alfa Romeo and now Lancia, which has just been re-infected. But its fortunes may well change with the arrival of a new family of models, led by an unpublished sedan powered exclusively by an electric motor. Nothing but its name, which refers to a famous French perfume, sets the stage for a new positioning.