Another Win For The French: Ds Automobiles Ceo Says Building Performance Cars And Going Racing Is Good For Business

DS Automobiles

So galore of my posts are astir how astonishing French cars are, from their wacky designs to their unthinkable engineering and racing prowess. And present comes different W for nan French, 1 that enthusiasts tin really get excited about. In an question and reply pinch Autocar astatine nan caller Formula E title in London, precocious appointed CEO of Citroën's fancy DS marque Xavier Peugeot talked astir really he wants to create much capacity models, and why it's important to instrumentality pinch racing.

It mightiness look a spot overseas that a marque for illustration DS would want to spell racing, but it makes sense, and there's precedent for it. Citroën first introduced models for illustration nan DS3 and DS5 successful nan early 2010s arsenic portion of a luxurious DS sub-brand, inspired by nan original Citroën DS (the top car of each time). DS Automobiles was spun disconnected into its ain institution successful 2016 to go much differentiated from Citroën, and its existent lineup consists of nan chic DS 3, DS 4 and caller DS N°8 crossovers. The marque is headed towards afloat electrification, pinch nan lineup offering a operation of hybrid and afloat EV powertrains.

None of those models are particularly performance-oriented, but DS has competed in Formula E since 2018 erstwhile it collaborated pinch nan Techeetah team; after that institution folded, nan squad was rebranded DS Penske successful 2022, which it has remained since then. Coinciding pinch that announcement DS unveiled nan E-Tense Performance concept successful 2022 (seen successful these images), which was an improvement of nan earlier 2016 E-Tense concept. It utilized nan Formula E title car's 815-horsepower electrical powertrain and a carbon-fiber monocoque, and it looked amazing.

DS Automobiles

Alright, capable of nan French niche marque history that I don't expect astir Americans to cognize about. When Autocar asked Peugeot, nan caller CEO, if he was reasoning astir coming retired pinch a full-fledged accumulation capacity car, he said "There is nary closed debate, truthful why not? It mightiness beryllium accordant for america to deliberation astir moreover much powerful versions of our models, of our engines, that would align pinch our committedness successful Formula E." The N°8, which uses Stellantis' STLA Medium platform, is presently disposable pinch up to 350 horsepower. That's not bad, but a capacity type with, let's say, double that would beryllium awesome. DS has played pinch capacity trims before, for illustration nan awesome DS3 Racing. But, of course, a standalone exemplary for illustration nan E-Tense would beryllium moreover better.

Peugeot said that a large advantage of being in Formula E is that it "continues to fascinate younger audiences," and that creating a flagship capacity car could tie successful much youthful buyers. The institution is decidedly gonna enactment successful Formula E, too. "I judge coming that being committed to racing cars is important for DS," said Peugeot, "it brings dynamism, it brings energy, it brings nan capacity to stimulate roadworthy cars, capacity to stimulate engineers, capacity to get nan use of nan evolutionary exertion successful our mundane cars and truthful to person existent competitory advantages."

DS Automobiles

Earlier this twelvemonth DS' creation head said nan marque could purpose for Bentley and Rolls-Royce, but Peugeot says his scheme is to support DS firmly successful nan premium position. Said Peugeot, "The German brands person been established for years, for decades, moreover successful nan lawsuit of BMW, Audi and Mercedes. But we besides spot that location are caller players coming up. We spot Polestar, we spot this benignant of caller brand, which conscionable reinforces nan truth that premium successful Europe is simply a cardinal lever. The premium marketplace is simply a 4th of nan income volumes [in nan European market] but it makes up 40% of nan profits. It's applicable for a group for illustration ours [Stellantis] to person a premium marque for illustration DS."

Maybe DS could build thing for illustration nan SM-inspired Tribute concept utilizing Formula E–derived mechanicals, aliases a caller sports car to conflict upcoming electrical models for illustration nan Porsche 718, Alpine A110, Polestar 6 and whatever Audi is cooking up. Whatever DS ends up doing successful nan realm of performance, I can't wait.