nStellantis, one of the world’s largest automakers, is setting its sights on the luxury car segment, aiming to compete with iconic brands like rolls-Royce and Bentley.To achieve this ambitious goal, the company plans to elevate its DS brand, originally from Citroën, into the luxury market. This strategic move was revealed by DS’s chief designer, Thierry Metroz, in a conversation with Autocar.
Metroz emphasized that while DS is currently considered a premium brand, the ultimate aim is to push it into the luxury segment. “Rather of fighting Audi and BMW, our sight is Bentley and Rolls-Royce,” he stated. This bold vision requires important improvements in production quality and the materials used,which will inevitably drive up costs. However, Stellantis has accepted the trade-off of producing fewer cars at higher prices to maximize profitability per vehicle.
The journey won’t be easy. Last year, DS faced challenges, with sales dropping by 22.4 percent, totaling just 37,480 units.Despite this, Metroz remains confident in the brand’s unique design beliefs. He stressed that DS aims to stand out by offering something distinct, rather than copying competitors. While the cars will technically remain Stellantis products, the goal is to differentiate them as much as possible from standard Citroën models.Metroz acknowledged that transforming DS into a full-fledged luxury brand will take time—likely 10 to 20 years. Building a reputation that rivals Bentley and Rolls-Royce is no small feat, but Stellantis is committed to the long-term vision.
Key Points at a Glance
| Aspect | Details |
|————————–|—————————————————————————–|
| Target Competitors | Rolls-Royce, Bentley |
| Current Status | Premium brand |
| Sales Performance | 37,480 units sold in 2024 (22.4% decline) |
| strategy | Fewer cars, higher prices, improved quality and materials |
| Timeline | 10-20 years to establish DS as a luxury brand |
Stellantis’s bold move to reposition DS in the luxury segment is a testament to its ambition. While the road ahead is long, the company’s commitment to quality and unique design could pave the way for a new contender in the world of luxury automobiles.
Stellantis’s DS Brand: A Bold move to Compete with Rolls-Royce and Bentley
Stellantis, one of the world’s largest automakers, is making waves in the luxury car market with its ambitious plan to elevate the DS brand into direct competition with iconic names like Rolls-Royce and Bentley. This strategic pivot aims to transform DS from a premium brand into a full-fledged luxury contender. To understand the challenges and opportunities this move presents, we sat down with automotive industry expert, marcus Renault, for an in-depth discussion.
The Vision Behind DS’s Luxury Aspirations
Emma Carter, Senior Editor: Marcus, Stellantis’s decision to position DS as a luxury brand is certainly bold.Can you explain the rationale behind this strategy?
Marcus Renault: Absolutely, Emma. Stellantis recognizes that the luxury car market is highly profitable, and brands like Rolls-Royce and Bentley dominate this space. By repositioning DS, Stellantis aims to capture a share of this lucrative segment. The company’s chief designer,Thierry Metroz,has made it clear that DS’s focus is no longer on competing with Audi or BMW but on creating a unique identity that can stand shoulder-to-shoulder with the elite.
Challenges in Transforming DS into a Luxury Brand
Emma Carter: What are the key challenges Stellantis faces in this conversion?
Marcus Renault: There are several hurdles. First, DS needs to substantially improve its production quality and use higher-end materials, which will inevitably drive up costs. Second, the brand’s sales have been declining—37,480 units sold last year, a 22.4% drop. This suggests that DS has work to do in building consumer trust and desirability. Lastly, luxury brands thrive on heritage and reputation, which DS currently lacks compared to Rolls-Royce or Bentley. It will take years, if not decades, to build that kind of legacy.
The Role of Design and Differentiation
Emma Carter: How does DS plan to differentiate itself in a crowded luxury market?
Marcus Renault: Thierry Metroz has emphasized unique design as DS’s cornerstone. Unlike other luxury brands, DS aims to offer something distinct rather than copying existing models. This includes innovative design elements, advanced technology, and a focus on exclusivity. While DS vehicles will technically remain under the Stellantis umbrella, the goal is to make them as different from standard Citroën models as possible. This differentiation is crucial for carving out a niche in the luxury segment.
The Long-Term Strategy and Timeline
Emma Carter: How long will it take for DS to establish itself as a luxury brand?
marcus Renault: metroz has acknowledged that this is a long-term project,likely spanning 10 to 20 years. Building a luxury brand isn’t just about upgrading materials or prices—it’s about crafting a narrative and a reputation that resonates with high-end consumers. Stellantis is prepared for this marathon, not a sprint. The company is willing to produce fewer cars at higher prices to maximize profitability per vehicle,which is a smart approach for this segment.
Conclusion: A Bold gamble with High Potential
Emma Carter: What’s your final take on Stellantis’s plan for DS?
Marcus Renault: Stellantis’s strategy is both ambitious and risky.The luxury car market is fiercely competitive, and established brands like Rolls-Royce and Bentley have a stronghold. However, if DS can successfully differentiate itself through unique design and uncompromising quality, it has the potential to become a serious contender. It’s a long road ahead, but the payoff could be immense.
Emma Carter: Thanks, Marcus, for sharing your insights. It’s clear that stellantis’s move to position DS as a luxury brand is one of the most intriguing developments in the automotive industry today.
