The PSA Group made the DS a standalone brand in 2014 to differentiate it from its family members - Peugeot and Citroen - by transforming it into a luxurious brand. We are not very sure how well that has worked, but the company feels it did. Thus, in a Different Spirit, DS has finally decided to introduce its flagship model; although it is slated for launch in 2021. Apparently, the car will take on the executive sedans in the premium segment. However, this car will not take the shape of a conventional sedan. Is DS trying to break the trend here? Let's find out.

Another brand opting out of the "sedan body"

This new car will reportedly bear the moniker 'DS 8,' and it will be more of a stylish fastback than a sedan. The DS 8 will take on the likes of the Mercedes E-Class, the BMW 5 Series, and the Audi A6. The car will be based on the same EMP2 platform that has underpinned the new Peugeot 508, which itself is one of the most attractive models in its class.

The flagship car from DS is more than a mere thought. Speaking with Auto Express, the marque's Vice-President, Eric Apode, went on to mention that the design has been approved by the executives, adding that the car will look “amazing,” “different,” and “spectacular.” To make it stand out, DS has come up with a significantly different rear end design, one that should prove to be more practical as well thanks to the hatchback layout." The car will also be different from what the competitors make, mentioning the firm’s models will not “copy a car from Mercedes.”

 

Our Take

Along with the petrol and diesel engine options, the DS 8 might come with a plug-in hybrid setup as well. Given the fact that DS will sell only electric cars from 2025, how wise is it to launch a flagship model only to alter it four years later? The brand already has the newly launched DS 7 Crossback and the soon-to-be-launched DS 3 Crossback to cater to the combustion segment. We're not sure what's running in the minds of the folks at DS. Logically, it would make more sense to launch an all-electric model at an affordable price. This would serve as a perfect USP for DS going forward and show how committed they are to their electrification reincarnation down the line.

The PSA group has also been eyeing a return to the U.S. for quite some time, but it hasn’t decided which brand it will launch first. In all likelihood, it could be DS. The fact that people in the U.S. do not prefer sedans anymore is going to work in its favor. With a 'monotony breaking' design and the touch of French finesse, the DS 8 could prove to be a strong challenger to the luxury segment, especially when it comes to the German trio. Do you think DS, as a brand, has what it takes to be the leader? Let us know your thoughts in the comments section below.

References

Read our full review on the 2012 Citroen Numero 9.

Read our full review on the 2018 DS7 Crossback.

Read our full review on the 2018 BMW 5 Series.