DS Automobiles
DS Automobiles brings French haute couture to the automotive world — a luxury brand rooted in Citroën's iconic DS heritage, now crafting bold, artisan-inspired premium cars and SUVs that challenge German dominance with Parisian elegance and technological ambition.
Origins & Heritage
DS Automobiles takes its name from one of the most extraordinary cars ever built — the Citroën DS, unveiled at the 1955 Paris Motor Show where it attracted 12,000 orders on the very first day. The original DS (pronounced "déesse" in French, meaning "goddess") was a revelation of advanced engineering: hydropneumatic suspension, self-centring power steering, disc brakes, and a body shape sculpted by Italian designer Flaminio Bertoni that looked decades ahead of anything else on the road. Roland Barthes described it as a "superlative object" in his famous essay — a car that transcended the automotive entirely.
The modern DS brand began life in 2009 as a premium sub-line within Citroën, before PSA Group — recognising the commercial opportunity in a French challenger to German luxury — spun it off as an independent marque in 2015. The brand is named explicitly to invoke the spirit and prestige of the original Citroën DS, positioning itself against BMW, Mercedes-Benz, and Audi with a distinctly French luxury proposition based on artisanal craftsmanship, avant-garde design, and the concept of "Savoir-Faire."
Under Stellantis — formed from the merger of PSA and Fiat Chrysler in 2021 — DS Automobiles operates as one of the group's premium brands alongside Alfa Romeo, Lancia, and Maserati. The brand has made bold commitments to electrification, offering plug-in hybrid and full-electric variants across its lineup, while championing a unique visual identity that draws on Parisian architecture, haute couture fashion, and fine watchmaking for its design language.
Key Milestones
Iconic Models in Pictures
DS Automobiles creates vehicles that blend watchmaking-inspired details with bold French aesthetics — every surface, stitch, and finish referencing Parisian luxury craftsmanship.
Model Lineup
DS Automobiles builds a focused range of premium vehicles, each distinguished by the brand's signature "DS Inspiration" interior philosophy — blending Sèvres porcelain finishes, Nappa leather, and handcrafted details inspired by Parisian haute couture.
Technology & Innovation
DS Automobiles has invested heavily in three proprietary technology pillars: DS Active Scan Suspension, DS Night Vision, and the DS Drive Assist autonomous driving suite. Active Scan Suspension uses a forward-facing camera to read the road surface ahead, pre-adjusting each shock absorber independently milliseconds before the wheel encounters a bump — delivering a magic carpet ride quality that directly references the original Citroën DS's legendary hydropneumatic system but through digital means.
DS's Formula E participation since 2019 has proven central to its EV development strategy. Racing in the all-electric world championship provides real-world data on battery thermal management, energy recovery systems, and power electronics under extreme conditions — knowledge that feeds directly into the E-Tense road car range.
- DS Active Scan Suspension — camera reads road surface 5 metres ahead, pre-adjusts dampers before impacting bumps
- DS Night Vision — infrared camera detects pedestrians and animals up to 100 m ahead in darkness
- E-Tense PHEV powertrain — up to 360 hp, 60+ km electric range, all-wheel drive available
- Formula E championship technology transfer — race-developed battery and energy management systems
- DS Inspiration interiors — handstitched Nappa leather, real lacquered wood, and aluminium watch-face details
DS in Azerbaijan
DS Automobiles represents a compelling alternative to established German luxury brands for Azerbaijani buyers seeking a premium European car with a distinctive identity. Baku's cosmopolitan character and its residents' appreciation for French culture and design make DS's Parisian luxury positioning a natural fit. The DS 7 Crossback in particular — chosen as France's presidential car — carries a prestige value that resonates in a market where brand cachet matters greatly.
Azerbaijan's position as a key energy and trade hub between Europe and Asia means that affluent professionals regularly travel to France and other European markets, building awareness of DS as a credible premium brand. The brand's plug-in hybrid E-Tense lineup aligns with Azerbaijan's growing interest in electrified vehicles, particularly in Baku where urban driving conditions favour the EV mode's efficiency advantages.
Why Choose DS?
- French presidential prestige: The DS 7 is France's official presidential car — a credibility statement that no German rival can claim.
- Distinctive design: DS's jewellery-inspired details, watchface grilles, and haute couture interiors offer a genuine alternative to predictable luxury car aesthetics.
- Advanced suspension: DS Active Scan Suspension delivers a ride quality that rivals cars costing significantly more — a genuine technological differentiator.
- Electrified lineup: Every DS model available with PHEV or BEV powertrain — lower running costs and tax advantages without compromising luxury.
- Racing pedigree: Formula E championship victories translate directly into cutting-edge EV technology on DS road cars.
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