DS 7 Crossback - The first new generation DS

Launched on 1^st June 2014, DS Automobiles is presently surfing the crest of a wave. Due to bold innovation, cutting-edge technology and the experience enjoyed by its customers, the brand was determined to re-establish these distinguished initials within the French automobile industry, and the men and women who work for the brand have spent three passionate years turning that vision into reality.

Above all, this entailed producing exceptional cars, and the design of the DS 7 Crossback - the first new generation DS - began immediately after the brand's creation. Its proportions, refined styling and the technologies it packs are exactly what the brand wants DS to stand for.

The car is in fact a completely new model, developed from the ground up by DS. For the brand, in addition to injecting a fresh dynamic, it places the cursor particularly high in terms of styling, comfort and technology and stands out as an inspiring reward for all those who played a part in its design and development.

The DS 7 Crossback's unveiling at the 2017 Geneva Motor Show provided the public with its first opportunity to view the design language and visual cues that the brand had been working on for several years, and which will become a feature of the marque's upcoming new products. Inspired from the DS Divine concept car, the front end not only expressed the brand's identity but also exuded an impression of status, refinement and advanced technology.

Perhaps the most eloquent example of this was the pivoting modules of the DS Active LED Vision head lights, which not only illustrate the brand's avant garde spirit but also enhance safety and comfort. Unique in the industry, this high-tech solution instantly sets the DS 7 Crossback apart from its rivals. Meanwhile, at the rear, the singularly deep glow produced by the overlapping-scales pattern of the one-piece light clusters is another distinctive feature.

The plug-in hybrid E-Tense 4x4 version of DS 7 Crossback sees DS take the notion of exclusivity and cutting-edge technology further still. The electrification of its range is central to the brand's strategy and all new DS models will be available with either full electric or plug-in hybrid power. DS 7 Crossback is the first illustration of this product plan, which places the emphasis on high added value, and DS Automobiles expects such variants will account for more than one-third of its sales by 2025.