Jeremy Webb goes from ‘Poole to Pool’ in the new DS 7 Crossback.
My expectation of the car I was about to drive grew as it pulled up outside my house. The new DS 7 Crossback looked superb, I was eager to get in it. Handed the keys to DS Automobiles’ new compact SUV, I looked around for the standard round start/stop button. Not in this car, where every piece of the interior has been thought through with real design planning. I found a lovely looking rectangular button blended into the centre console. I pushed it and my journey began.
Asked to review the car for Luxurious I drove it from Poole in Dorset via the Eurotunnel to attend the DS 7 launch party in Paris. Guest of DS Automobiles and DS Performance who hosted me and five other specially chosen journalists for a long weekend in Paris.
Looking at the DS7 you immediately see the thought that has been put into designing the car, with touches of real creativity.
The headlights and rear lights are not just functional, they are designed to look good. I was told by Yves Bonnefont at the launch party that the DS staff all share a passion for the automobile and driving. The team behind creating and designing the new models take cues from nature, art, and even poetry. They want their cars to both drive well and look beautiful.
The Brand has always put a lot of effort into lighting. The front LED modules resemble cut jewels, emitting purple light when the car is unlocked. The headlights then rotate 180 degrees prepared to switch on. The rear lights are full LEDs made up of illuminated scales, made by advanced laser engraving.
DS Automobiles relaunched in 2014, born in Paris on the 1st of June. The original DS brand started in 1955 with the yearning to produce Premium vehicles. This spirit is shared by the new DS company who want to perpetuate the values of innovation and distinction the founding brand had. DS launched their first electric car in 2016, the DS E-Tense showcasing the path they want to continue on. This was reflected when Yves announced that the brand would produce an electrified version in each of its ranges. Also by 2025, the company will no longer manufacture internal combustion powered cars.
Back to my trip, the journey down to Paris was shared with another journalist so we could both experience the DS 7 for as long as possible over the three days. I found as a passenger the car was delightful, cossetting me in a very comfortable seat. Lots of leg room and space all around me, along with plenty of entertainment options. The DS 7 has been filled with technology both for occupants enjoyment and their safety.
I linked my phone up to the car’s Bluetooth, so I could play my music through the entertainment system, avoiding French radio channels. DS has linked with France’s best acoustics specialists, Focal Electra and positioned fourteen Focal Electra loudspeakers in precise locations around the cabin. Delivering superlative sound via the in-car audio system.
After three hours we arrived in Paris at the world famous Hotel Molitor, which has an outdoor pool featured in many films. The pool connection becomes apparent now. All the hotel rooms are built around the pool so they all have a view out to it.
The DS 7 has four models within the range with prices starting at £28000, for the entry level Elegance, rising to £48k for the top of the range, Ultra Prestige with the Blue HDi 180Hp Automatic. In between these two are the Performance Line, which I drove and the Prestige. DS then allow customers to choose their own interior styling from four Inspirations, reflecting levels of luxury. All named after parts of Paris they all offer superior fabrics and elegance.
In the DS 7, you can see the brand’s Savoir-faire throughout, with a combination of French craftsmanship techniques. The company has been inspired by the world of Haute Couture incorporating this into their materials.
The entry-level Inspiration choice is, Bastille inspired by the famous Place de la Bastille. This Parisian monument is represented by combining bronze textiles and textured motifs and create a warm ambiance throughout.
A more sporty choice comes in Performance Line, sporting style, combined with comfort and refinement. Bringing out the spirit of Grand Touring, Alcantara® is a perfect choice, adorning both the seats and dashboard.