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Stellantis DS takes on Audi and BMW and turns the tables

  • The launch of the new DS N°8 subtly mocks its old rival.
  • The electric car was parked between an Audi Q4 e-tron and a BMW i4 that transformed into a pumpkin.
  • The DS Automobiles CEO referenced the classic Cinderella story at the launch.

DS Automobiles has just launched their new flagship, the all-electric N°8 fastback crossover, and it’s clear they’re trying (perhaps a little too hard) to grab attention. In an official presentation, the French carmaker shamelessly took a bit of a jab at its rivals, recreating a scene from a folk tale cinderella to express their views. What’s the point of that, you ask? Well, the DS N°8 hopes to be the new luxury carriage for those who like a little magic behind the wheel; no pumpkin required.

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More: DS No8 unveiled as France’s new electric flagship

The N°8 was launched by none other than Fiat, Abarth and DS Automobiles CEO Olivier Francois, who made a rather grand statement, calling the N°8 a “modern carriage” . Of course, this is to evoke the heritage of DS, a brand not yet legal enough to drink in some countries. Sure, it’s a bit far-fetched, but it sets the stage for what’s to come.

in a quite cinderellaAt the end of the video, Francois parks the N°8 between an Audi Q4 Sportback e-tron and a BMW i4, both of which are conveniently de-marked, but we hear the message clearly. Most importantly, he said the last words:

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“Well, I’m sure that if Cinderella was written in 2025, she would undoubtedly be riding the N°8. Let me say, by next summer, when the N°8 launches, it might just be like a fairy tale: Midnight Twelve The ringing sound is probably suitable for a race car.”

At this point, both Audi and BMW turned into pumpkins, while the DS N°8 escaped unscathed because it was, of course, the star of the show. For the inexperienced, cinderellaThe fairy godmother turns the pumpkin into a golden carriage to take her to the ball, but the magic disappears at midnight. You know, just in case you didn’t get the analogy.

Now, shameless marketing aside, DS Automobiles has been through some bumps since its split from Citroën in 2014. Competing with more established brands in sales and brand recognition has proven tricky.

DS is positioned as one of Stellantis’ premium brands, on par with Lancia and Alfa Romeo, but below Maserati, and it doesn’t have the luxury of BMW or Mercedes. -Benz) Decades of tradition you can rely on. Instead, it shares its underpinnings with other Stellantis models while trying to carve out its own niche with quirky French styling, a more upmarket interior, and a slightly more refined chassis setup. The DS is like the Genesis, but more focused on the lower segment – if that makes sense. That’s the approach they’re taking with the N°8, a sedan and coupe SUV designed to challenge Europe’s premium midsize car segment.

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Francois is quick to emphasize that the 4.82-meter-long (189.8-inch) N°8 combines the high-end driving position of an SUV with the elegance and class of a luxury sedan. It also has the longest driving range in its class, reaching 750 kilometers (466 miles) on a single charge.

In the video, the CEO details the interior, claiming it offers “extreme comfort, beauty, quietness and refinement.” He also highlighted that the N°8’s seats offer a spa-like experience, with massage, ventilation and heating functions, in addition to a neck heater.

But like all things that sound too good to be true, will buyers shell out for this French luxury crossover when they can easily choose more traditional options from BMW, Audi or other car companies? The money remains to be seen. Mercedes-Benz.

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