- For the DS brand, 2017 is a year of far-reaching transformation - the first-half of which saw product developments with the reveal of the first of the brand’s next-generation models – the DS 7 CROSSBACK - followed by themed Limited Edition DS 3 and DS 4 CROSSBACK
- The DS brand is progressing with its commitment to develop high-end, exclusive cars that are emblems of innovation combining the excellence of French know-how.
- The strategy is supplemented by the implementation of a dedicated DS network and the digitisation of showrooms. Some 40 DS Stores and DS Salons are currently under construction and that number rises to around 70 going forward.
- Other key developments include the roll-out of the DS customer experience programme - Only You - which involves far-reaching high-end customer experiences and services.
Arnaud Leclerc, DS brand development director UK, commented: "In the first-half of 2017, DS Automobiles continued with its construction, reinforced its basis as a premium brand and unveiled the first of its next generation products with DS 7 CROSSBACK, the SUV by DS, and supplemented by a range of themed limited edition models with the DS 3 Ines de la Fressange and DS 4 CROSSBACK Moondust.
“The brand’s network of DS Stores and DS Salons has also made progress with the planning, development and construction of a network of advanced showroom and service centres with multi-channel distribution, a recruitment programme and training plans for DS Expert Advisors. Also DS is soon to start its DS customer experience programme - Only You - aimed at forging a unique and personalised relationship with each one of our customers.
“From this far-reaching transformation is born the development of an exclusive, high-end French brand, out to win over new customers with a customer experience and the opportunity to drive desirable cars that combine advanced technological features within a charismatic design."
DS BRAND CULTIVATES THE EXCLUSIVENESS AND RARITY OF ITS MODELS
In the premium car market, the DS 3 / DS 3 CABRIO remains the timeless, stylish and chic Parisian vehicle, supplemented by the equally distinctive DS 4 hatchback, DS 4 CROSSBACK and DS 5 executive hatchback.
To cultivate the exclusiveness and rarity of these models in their current collection and meet the needs of customers looking to express themselves personally, DS has launched themed limited edition models:
- DS 3 Ines de la Fressange Limited Edition is an exclusive and distinctive hatchback, strong on refinement and character. It combines the referencing of an automotive icon applauded for its inimitable styling and personalisation offer with a key figure in stylish Parisian fashion – Ines was the original face of Chanel.
- DS 4 CROSSBACK Moondust Limited Edition was also launched in March, has an original personality discernible from the very first glance. It stands out from the crowd with its matt Platinum Grey paint finish. Supplemented with a high-end interior, featuring black grained leather.
- DS 3 Connected Chic is a new trim level and has the alliance of elegance and connectivity. Incorporating the most popular styling and technology features, like 17 inch alloy wheels, LED front fog lights, Black Contrast Pack (bi-tone paint including black roof / door mirror paint finish), Basalt Black cloth upholstery, satellite navigation, Mirror Screen with Mirror Link® and Apple CarPlayTM, alarm and automatic air conditioning.
- This quest for exclusiveness is also expressed in the enthusiasm for sportier-looking models and this is available range-wide with the DS Performance Line. This refined and dynamic trim level is available on DS 3, DS 3 CABRIO, DS 4 and DS5, and accounts for nearly 10% of the range sales of these models.
NOW ON TOUR IN THE UK AHEAD OF ITS ARRIVAL IN 2018, DS 7 CROSSBACK IS ON SHOW
DS 7 CROSSBACK was revealed on 28 February and made its world debut on 7 March at the Geneva International Motor Show. In May, a right-hand-drive one-off pre-production version embarked on a UK tour, displayed at DS sponsored events, at DS Stores and DS Salons and at DS network arranged locations, to bring about a wider awareness and one-to-one engagement with our first of the next generation car range, ahead of its arrival in DS showrooms in 2018.
The new SUV from DS is an embodiment of innovative savoir-faire (know-how) from Paris and the interest created by the involvement of the forthcoming DS 7 CROSSBACK was greatly enhanced by the inauguration of the new French president, Emmanuel Macron on 14 May. This is because the French Republic chose DS 7 CROSSBACK for the investiture ceremony. The event stands as a strong official debut for the new model, giving the world the chance to see the French president in an ultra-exclusive DS 7 CROSSBACK bespoke Presidential version. The Presidential model boasts an open roof, a black Art Leather interior and unique personalisation touches created by Atelier Maury, a world-renowned gilder. These special features add to the car's high-tech equipment and demonstrate the excellence of innovative know how from Paris.
FUTURE PLANNED DS 7 CROSSBACK UK TOUR DATES (subject to change):
- DS Automobiles Sponsored ‘Dinner-in-the-Sky’ London, Chelsea - 19th to 30th July
- BBC Countryfile Live event, Blenhiem Palace – 3rd to 6th August
- DS Salon Ipswich, John Grose – 10th to 12th August
- Intu Metrocentre, Gateshead – 16th to 19th August
- DS Automobiles Sponsored ‘Dinner-in-the-Sky’ - Newcastle - 24th to 29th August
- DS Store, Chatsworth – 31st August to 3rd September
- DS Automobiles Sponsored ‘Dinner-in-the-Sky’, Bristol - 7th to 8th September
- DS Automobiles Sponsored ‘Dinner-in-the-Sky’, Southampton - 21st to 24th September
EVOLVING DS NETWORK DEVELOPMENT AND SHOWROOM DIGITISATION
The DS network is rapidly evolving, with the first DS Urban Store opened at Westfield, Shepherds Bush in 2016 and the first DS Store unveiled in Manchester at the beginning of July, with plans for some 40 more by the year end, with a projected total of around 70 going forward. These will include DS Stores and DS Salons.
DS Stores are equipped with DS Virtual Vision to bring customers an industry-leading original experience that takes them on a high-quality immersive 3D journey through the whole DS vehicle collection. Equipped with a virtual-reality headset, visitors can configure their choice of models across DS the range – DS 3, DS 3CABRIO, DS 4 hatchback, DS 4 CROSSBACK, DS 5 executive hatchback, as well as the forthcoming DS 7 CROSSBACK and Limited Edition La Première model (available to order until 31st December 2017) - presented in life-size scale, by using all the personalisation possibilities, both with the interior and exterior. Visitors get to discover the models in a dynamic, interactive and captivating manner, and will no doubt enjoy finding themselves at Place de la Concorde in Paris alongside the DS of their choice.
There are three types of retail outlets for DS;
- DS Store (Over 250m²): this DS retail outlet offers the entire DS brand experience. It is a luxury boutique dedicated to the automotive industry with a unique atmosphere (colour scheme, furniture specially designed for DS, lighting effects, rooms scented with a DS essence fragrance, mood music, etc.). Its showroom has a capacity for exhibiting at least six vehicles. It is made up of a customer car park, a waiting room, a boutique selling accessories and merchandise, and a special after-sales reception.
- DS Salon (Over 125m²): this is a space dedicated to the DS brand. It has a distinct design identity inside (flooring, walls, ceiling, logo, sales desk, customer reception, and Lifestyle boutique) and outside (totem). At least three DS models are exhibited in a DS Salon.
- DS Urban Store: this new DS boutique concept with a focus on digital technology offers a retail outlet, a brand experience, and immersion in the DS world. Designed to blend well into an upmarket urban district with a high rate of passing trade, the store can be located at street level or nestled within a shopping centre.
The DS brand is also taking things further by moving into e-commerce with online reservations for DS 7 CROSSBACK La Première - a unique and exclusive Limited Edition launch model available to order in 2017. For those looking to be the first to get behind the wheel of DS 7 CROSSBACK, an internet connection and a few clicks on a dedicated online site: https://reservationlapremierefinance.ds7crossback.co.uk/ which allows clients to configure the precise chosen specification and even make payment adjustments to personalise their preferred repayment terms.
DS IS SOON TO BEGIN RECRUITING AND TRAINING DS EXPERT ADVISORS AND IMPLEMENTING THE ‘ONLY YOU’ UNIQUE AND PERSONALISED CUSTOMER EXPERIENCE PROGRAMME
Proposing exceptional products and rolling out multi-channel distribution by expanding the DS network and digitising showrooms is today being accompanied by a plan to recruit and train DS Expert Advisors. This development is also accompanied by new services as part of the ‘Only You – the DS Experience’ programme where DS customers can benefit from a distinctive, refined and avant-garde customer experience.
A pillar of the Brand's strategy, the Only You programme of exclusive services and privileges addresses all DS customers, whether having bought a DS model or a DS service for their mobility. Several initiatives are soon to be implemented in the UK in the forthcoming months that include DS Assistance, Club DS Privilege, DS at your Service, MyDS, and others, like DS Rent, which provides motorists with the chance to enjoy an adventure in a DS for several hours or days and thereby get to know and appreciate the models in the DS collection.
Proposing exceptional products, developing multi-channel distribution and implementing a unique and personalised customer experience are the three strategic pillars underpinning the construction and transformation of the DS brand. This far-reaching transformation will continue to accelerate development in the second-half of 2017, in readiness for the exciting events scheduled for 2018.
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