So I'm cautious about the PSA Group's programme to establish its DS arm as something parallel to BMW, Mercedes-Benz, or Audi. Especially as it took Volkswagen decades and the spending of an awful lot of money to drive Audi up into the reserved enclosure.
DS Automobiles has been in place since 2009, as a sub-brand to Citroen. It has only been a stand-alone unit within the group since 2015, though was designated so three years earlier in China.
Will it have achieved anything like its ambition in, say, another five years?
Characteristics for a premium car can include distinctive style, unique technology, very high quality both actual and perceived, high comfort and refinement, and the kind of cachet that other luxury producers like Chanel,Dior, Versace, Cartier, Tiffany and Hermes have in their fields.
Does the DS 7 score high on looks? That's a very personal thing. To me it looks a little brutish, but maybe that massiveness in its face appeals to a certain group of automobile big spenders.
Unique technology? That's an unwinnable space, as almost all the technologies listed are available in even superminis from most of the big mass-market brands. So ubiquitous are Bluetooth, digital touchscreens, Android and Apple connectivity, and DAB radio that I don't bother mentioning them any more. Similarly with the safety tech.
The interior quality of the review car was showcased with a lot of Alcantara and leatherette on seats, doors and dashboard. Designer stitching, an intriguing style for the console switches, and a heavily created sense of plush does make the DS 7 feel special. I tend to prefer understatement. Just personal.
External quality seemed OK, though the colour didn't lift the looks. I was a bit concerned at some glitter inside one of the rear lights flaking away. It didn't improve my general perception of the build quality.
So, what about cachet? Does the DS Automobiles brand suggest it can achieve the 'I want it, and I'm prepared to pay big for the privilege' point? Look, it's really too soon to tell. But so far it's not at the top of my birthday presents list.
Mechanically the DS 7 is familiar to any of us who have regularly driven Peugeot or Citroen cars. There's a 2.0 diesel with 180hp, matched to an 8-speed auto transmission. They have achieved a high level of refinement, but that's evident too when used in other, long established, PSA brands.
The car drives well, and is a marked improvement on the DS 5 which had been the European flagship of the brand until this one arrived here. At a few euro under €50,000, it's definitely aiming to be considered premium. But ambition and achievement take time to bring together. We'll see if DS Automobiles will be given that time.
The logo has class, though.
PRICE: €49,950; WHAT I LIKED: Thed good drive, refined drivetrain. RATING 35/5.
