Review: DS 4 - Brian Byrne, Irish Car

I remember when I wrote a first drive review of the DS 4 at its launch last September, I reserved judgement as to whether DS Automobiles are 'nearly there yet' as the premium-luxury brand they aspire to be, writes Brian Byrne. A proper review period has given me the chance to evaluate that further.

The DS 4 certainly has impact in very distinctive looks. If you didn't know that it shares its underpinnings with a number of other brand models in the space, you'd not equate it with them. Bold diamond shapes and crossing diagonal character lines are a key part of the styling detail, offering a crisp and crystalline edginess that turns heads whether the car is parked or passing on a motorway. The grille and headlights treatment could have been in your face brash if they had got things wrong, but they didn't. The result is perceived elegance and strength, attributes that also flow along the profile of the car and are still there in the complex but nevertheless coherent aspect from the rear. The whole effect suggests a much larger car than what the DS 4 actually is.

This detailing is continued inside, with soft-surface flock on the review car's dashboard, centre console and door panels theming well with the chunky sculpting in the seat cushions. The diamond theme glitters along the switch-panel under the central infotainment hub. The effect also abounds around the transmission selector, and the window switchgear on the doors. All this could have looked nouveau-riche tacky if even slightly overdone, but they held back just enough. The DS motif on the steering wheel is a reminder of how a brand logo designer can sometimes get their art absolutely right.

One advantage in the DS brand being related to Citroen, Peugeot, and Opel under the Stellantis Group umbrella in that the switchgear, on the steering wheel in particular as well as the neat flick-switch for the automatic transmission, is all very familiar. There's a small flaw, though, in the centre and window switches, due to that previously mentioned glitter work — the embossed pictograms can disappear in the shine. Still, if I owned the car, I'd learn very quickly and wouldn't need to see the indications. There's a quirky touchscreen just ahead of the transmission shifter which is supposed to recognise gestures drawn on it, but I never got around to training myself to use it.

Those chunky patterns in the seats are more than just smart-looking, they feel as good as they present. And if I do once more have that initial difficulty in getting in — I'm resigned to it being my problem that I'm lanky and no longer so supple — it's all worth it once ensconced. A good driving position is easily found, and though the rear window is a little small, overall around-the-car visibility is good. For the parts outside you can't see, the surround-cameras system makes tight-space manoeuvring quite painless and dings-free. A very full suite of driver-aid technology comes as standard with the DS 4.

The powertrain offerings are almost something to suit everybody — petrol, diesel, plug-in hybrid — and the missing all-electric version will complete the options later this year. My review car came with the PHEV system, outputting a hefty 225hp that added zest to the performance whenever called for. The EV range of the full battery is said to be up to 62km, a distance very dependent on where and how you drive. In ordinary hybrid mode without that, the car came back with a creditable 5.6L/100km on a typical country into city commute. That would be significantly better with a full PHEV battery to start each day.

The ride is very comfortable, but firms up nicely in more robust driving if you have a stretch of good clear twists and turns on which to enjoy it. The car is quiet even under enthusiastic pushing.

So have I finally made a judgement on whether DS is just a tarted up Citroen or a deserved premium contender? At least in this model, the answer to 'are we there yet?' is 'we are'. As further DS cars arrive with a similar attention to development and detail, the overall brand should soon get to its destination too.

PRICE: DS 4 from €39,390 on the road; review car €53,890 OTR. WHAT I LIKED: DS Automobiles are getting closer to where they want to be. 

Architect Hugh Wallace is DS brand ambassador

Award-winning architect, Hugh Wallace, has become a new brand ambassador for DS Automobiles Ireland, part of the Gowan Group, writes Trish Whelan. 

Hugh is a founding director of the architect firm Douglas Wallace, a member of the Royal Institute of Architects in Ireland, and past president of the Institute of Designers in Ireland. 

Since starting his company in 1982, Hugh has guided its growth to become one of Ireland’s leading architecture and design firms. He is also well known as a judge in RTE’s Home of the Year series and a presenter of RTE’s Great House Revival. 

Hugh now drives the new DS 4 E-Tense PHEV (plug in hybrid) in a vibrant Velvet Red colour, voted by Festival Automobile International Jury as the Most Beautiful Car of 2022. He said the cars feature exceptional design and a very premium feel which stood out to him personally. 

DS Automobiles Ireland Marketing Manager, Jana Solovjova said Hugh is ‘a great fit’ for the brand and they look forward to working with him on various projects.

 

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Hugh Wallace promotes DS Automobiles

Celebrity TV architect Hugh Wallace has joined the DS Automobiles brand in Ireland as a product ambassador, writes Brian Byrne.

A founding director of the architect firm Douglas Wallace, in 1982, he is a member of the Royal Institute of Architects in Ireland, and past president of the Institute of Designers in Ireland.

Best known for his work as a judge in RTE’s Home of the Year, he is also the presenter of RTE’s Great House Revival, and his other passion is the restoration of our architectural heritage from the humble farm buildings to the great houses of Ireland.

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New DS models launch on Irish market

A new generation of the DS Automobiles DS 3 Crossback small SUV has been launched in Ireland at a starting price of €28,990, writes Brian Byrne. The car is available with petrol and diesel engines, and an all-electric powertrain.

The DS 3 has a distinctive styling outside and in, based on a 'diamond' design ethos, and features Matrix LED headlights, flush door handles that deploy when the keyfob is activated, and a full suite of driver assist and safety systems.

The electric version has a 320m range and the ability to charge from zero to 80pc in 30 minutes at a 100kW public fast charging point. The petrol engines output 100hp/130hp and a 155hp with an 8-speed automatic transmission. The diesel is 110hp.

The company has also launched a 300hp plug-in hybrid version of its DS 7 large SUV (below), complementing the 130hp petrol and diesel engines. The DS 7 pricing starts at €42,695.

A completely new DS 9 large saloon and a new DS 4 will be launched towards the end of the year, filling out the DS Automobiles range with all-new cars.

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Paris Fashion Week and the silence of the DS 9

Fashion journalists and influencers are being swished around Paris for the rest of this week in the new DS 9 from the French premium brand, writes Brian Byrne.

The new large saloon from DS Automobiles is the transport partner for the Paris Fashion Week, with a fleet of 25 cars available to chauffeur guests to the presentations and shows dedicated to men's fashion.

The DS 9 E-Tense 225 cars are in saloon and Crossback format, powered by PHEV engines that will bring the guests around the city in zero-emissions mode.

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New DS 4 model is revealed

A new model in the DS range of premium cars was revealed today, bringing to four the number of cars in the PSA-owned French premium brand, writes Brian Byrne. The DS 4, expected to be a highly significant model in the range, will be in Ireland in the first quarter of 2022.

The company is using unique design and material detailing to attract premium customers who value things like elegance just as much as top levels of technology. A new generation of Matrix LED lights along with a very distinctive DRL signature will help the DS 4 stand out amongst its competitors.

The DS 4 will offer a variety of powertrains, including a 225hp plug-in hybrid as well as several petrol and a diesel options.

Under a new arrangement, distribution of DS models in Ireland will now be handled by a special division of the Gowan Group, which also markets Peugeot and Opel cars here. DS 7 and DS 3 models will be on sale shortly, and a new DS 9 will follow later in the year.

At today's reveal, DS Automobiles Product Director Marion David said the DS 4 is targeting customers in the Premium C Segment with a vehicle that sits between the traditional hatchback and the the SUV format. The coupe-SUV style draws on elements of the concept car DS Aero Sport Lounge. The interiors feature, depending on version, leather, Alcantara, forged carbon, wood and new upholstery techniques. Additionally, 28kg of recycled materials are used in the interior.

Infotainment systems will include an extended head-up display and a 'swipeable' centre screen that can be highly personalised. Voice and gesture controls will be possible.

More details closer to launch.

 

Review: DS 7

A car-maker has to be very special to become a premium brand, writes Brian Byrne. And being very special is becoming much harder than it was.

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?

DS 7 Crossback set to shake up competition

Pat Ryan, Managing Director Citroen & DS Ireland with the new DS 7 Crossback 

French carmaker DS believes their new premium DS 7 Crossback will disrupt the compact premium SUV segment with its very competitive pricing, unique styling, spacious interior including 555 litres of loadspace, its four richly specced grades, the huge comfort it offers as well as the model's best-in-class annual road tax and warranties that include 5 years unlimited mileage, and 5 years roadside assistance, writes Trish Whelan.

Irish prices at launch are from €36,000-€60,245. 

This luxury car is the first of a new generation of models being introduced by DS Automobiles. It’s a car that DS feel very passionate about and having driven it at launch earlier today, I can understand their enthusiasm. 

In size and space the car crosses both the C & D SUV segments so some competitors are from the class above. Direct competitors include Jaguar’s E-Pace and F-Pace, Volvo’s XC40 and XC60, BMW's X1 and X3, the Mercedes GLC-Class, and Audi's Q3 and Q5.

At the launch at the Intercontinental Hotel in Ballsbridge, Dublin 4, innovation and savoir-faire from Paris, bespoke and personalised vehicles were the order of the day.

Performance Line interior

Grades are: Elegance, Performance Line (expected to be the volume seller), Prestige and Ultra-Prestige.  

This luxury motor is aimed primarily at ‘high milers’, trailblazers, trend enthusiasts, motorists looking for a new and premium car with unique sensations. They will have a choice of four different interior styles; four high performance, punchy and efficient engines and 15 breakthrough features. 

Engines include two petrols and two diesels. 

PureTech petrol engines are the 4-cylinder PureTech 130 with a 6-speed manual gearbox and the PureTech 180 with the new 8-speed (EAT8) automatic gearbox as standard. 

Two turbo charged diesels are BlueHDi 130 with manual gearbox and BlueHDi 180 with an automatic gearbox.

A fifth engine version arrives in Q1 of 2020 as the high-performance Plug-in Hybrid petrol-Electric Vehicle (PHEV) - ‘E-Tense 4x4’, which features a 16 turbocharged four-cylinder PureTech petrol engine. This engine is mated to an 8-speed electrified automatic transmission.

DS 7 Crossback has best-in-class fuel economy and lowest C02 emissions in this compact premium SUV segment; annual road tax throughout the line-up is from €190-€280.

Damien Smyth, Dealer Principal/Director, DS Airside, Swords.

The car is currently available exclusively from DS Airside, Swords, Co Dublin in their new state of the art DS Store which is open for business. Dealer Principal / Director is Damien Smyth. 

More details on the DS Crossback tomorrow.

DS's 'dream for 2035'

This is the latest concept car from DS, the PSA Group's premium car division, writes Brian Byrne. It is billed as a 'dream for 2035'.

The DS X-TENSE is a look at some of the style and technology that will appear in future cars from the brand, as far out as 18 years' time.

Apart from the very futuristic and stunning looks, the car is designed to cocoon its occupants in a mix of leather, carbon fibre, and design details already evident in patterns in the current DS cars.

Two electric motors located one in each of the front wheels will power the car with the equivalent of 540hp.

A special movie featuring the car will be aired on the five continents where DS is most active.

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First DS Store on island of Ireland opens

The first DS Store showroom on the island of Ireland was opened last night at Eglinton outside Derry, writes Brian Byrne.

The luxury-themed facility reflects the sumptuous ethos of the newest luxury brand, with details that originate in the Paris home of DS, and are also found in the growing range of cars being produced by the French manufacturer.

Mark Blundell, Marketing Director, DS Automobiles UK; Andrew Miller, Dealer Principal, JC Halliday & Sons DS Store Eglinton; and Alain Descat, Managing Director, DS Automobiles UK.

Dealer Principal Andrew Miller of JC Halliday & Sons Eglinton welcomed guests and customers to the showroom for the official opening by Alain Descat, the new Managing Director of DS Automobiles UK, who only took up his position at the beginning of the month after previously being in charge of DS Automobiles Benelux.

Pride of place in the Store was the latest DS 7 Crossback model, an SUV which is the first of a new generation of DS cars that will roll out over the next six years. The D7 Crossback is only available in DS Stores, as will be the case with all other DS models from later this year. The Store concept provides an intimate and premium space where customers can choose their own specifications, colours, and accessories for new or used DS models.

Andrew Miller was the first 'to put up his hand' when DS Automobiles sought expressions of interest for DS Stores in Northern Ireland. With PSA Group's Citroen franchise already in the family at Eglinton, he is confident that DS can be very successful from a Derry location.

He is no stranger to premium cars, having worked previously with the BMW brand. His choice of DS is based on his experience that premium car buyers are very open to a new premium brand if it offers something special.

"DS is the new premium brand, and will be growing with both style and technology," he says. "I have seen what is to be produced over the next six years and the cars are very special indeed."

Alain Descat noted that the customer experience when buying a DS model is just as important as the car itself. "We are introducing an expansive range of services to ensure that each person has a unique experience under the theme 'Only You, the DS Experience'."

Before unveiling a plaque in the Store, he presented Andrew Miller with a crystal memento, marking an Award of Excellence for JC Halliday & Sons for their DS and Citroen sales in 2017.

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New Formula E racer from DS

This is the DS Formula E electric racing car which will contest the Season 5 run of the championship in 2018/2019, writes Brian Byrne.

Revealed at Geneva today, the DS E-TENSE FE 19 will be the only French FIA-approved constructor in the series. DS has competed in the series over the last three years, with four wins and ten podium finishes to its credit.

The new season will have a second generation of electric racecars with redesigned chassis, new battery, and no rear wing.

The lessons learned in racing are helping development of plug-in or all-electric variants of all the brand's models, the first example being DS 7 Crossback E-TENSE 4x4 which will be equipped with two motors totallinbg 300hp and electric-only driving range of 60km.

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DS Automobiles to sponsor Irish Club Pro Tournament

DS Automobiles will be a tournament sponsor, alongside Carr Golf, for the Irish Club Professional Tournament 2018 which will take place on 16 and 17 May 2018 at Dromoland Golf & Country Club, writes Trish Whelan.

Dromoland’s Rob Kirby & JB Carr designed the course and will again host the 36-hole professional competition which will feature a prize fund of €13,000. The event will be proceeded by a Corporate Pro-Am Tournament on Tuesday, 15 May. Last year’s winner, David Higgins of Waterville, Co Kerry, will be aiming to make it three in a row, but he will face some tough opposition.

Speaking about the sponsorship, Louise Murphy, Marketing Director, DS Automobiles Ireland said “As an emerging premium brand in the motor industry, DS Automobiles is proud to support one of Ireland’s premier golf tournaments, and we wish all the competitors the very best for the tournament.”

The DS Automobiles range including the DS 3, DS 4, DS 4 Crossback and DS 5 will be on display on the grounds of Dromoland Golf & Country Club throughout the tournament offering spectators the opportunity to discover more about the brand.

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DS Automobiles Ireland a sponsor of major golf tournament

DS Automobiles Ireland is a tournament sponsor for the Irish Club Professional Tournament 2018, which will be played at Dromoland Golf & Country Club on 16/17 May, writes Trish Whelan.

DS will join Carr Golf in sponsoring the event, a 36-hole professional competition with a €13,000 prize fund. It will be preceded by a corporate Pro-Am competition on 15 May.

Louise Murphy, Marketing Director of DS Automobiles Ireland said that, as an emerging premium brand in the motor industry, the brand is proud to support one of Ireland’s premier golf tournaments. "We wish all the competitors the very best for the tournament.”

The DS Automobiles range includes the DS 3, DS 4, DS 4 Crossback and DS 5, all of which will be on display on the grounds of Dromoland Golf & Country Club throughout the tournament.

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New French President chooses DS for inauguration

If you were wondering what that vehicle was in which France’s new President rode during his inauguration at the weekend, it was the first public viewing of the new DS 7 Crossback, writes Brian Byrne.

The specially-personalised vehicle has an opening roof so President Emmanuel Macron could greet the French crowd on the Champs-Elysées.

The vehicle was revealed just two months ago by the luxury car division of PSA group.

The ‘Presidential’ car featured French Republic signature badging and a Tricolour flag holder. It is now on display at DS World at 33 François 1e street in Paris.

New DS SUV revealed

The premium brand of the PSA Group, DS, has revealed first pictures of its new DS 7 Crossback, writes Brian Byrne.

With a distinctive and upmarket styling, the new vehicle offers five options for owners to personalise their car. Premium materials, including leather, crystal, and guilloche finish are features of the car. The 'watchstrap' seat trim design which is a trademark of recent DS styling is also part of the theme.

Petrol and diesel engines with outputs ranging from 130hp-225hp will be available when the car launches, with automatic options. A 300hp E-Tense plug in hybrid variant will be available from the spring of next year.

A 'Connected Pilot' system will offer a level of autonomous driving in traffic situations and on motorways. A 'Night Vision' technology uses infra-red to identify objects, pedestrians and animals on the road at a distance of up to 100m. The digital instrument cluster shows the driver the area around the car (within the driver's line of vision) in infrared, with a yellow line around any sources of potential danger.

More details closer to the car's actual launch.

Review: DS 3

This is a sweet car. Certainly among the nicest superminis I've driven so far this year, writes Brian Byrne. Caveat, though, it's also among the most expensive.

I'm in with a lot of people who buy the car. Not so much in Ireland, where DS both before and after if was spun off as a premium brand by PSA from its Citroen parent has been a small seller. But in the UK, the DS 3 has been the most popular version of DS derivatives.

It has just become available here in a refreshed version as launched in February in its home market. Some changes to the front and rear, including the elimination of Citroen badging in line with the new DS strategy. Better trim, some more specification. Most important, new or revised engines which offer in general more power, better performance, greater efficiency.

'Stone, crystal' in car interiors

Designing a ‘face’ for a car brand is particularly critical in the premium sector, because it has to last for a very long time, writes Brian Byrne.

That was emphasised at last ... MORE

New DS5 for Geneva debut

Citroen has released first pictures of its new DS5, which will debut at next month's Geneva Motor Show, writes Brian Byrne.

With new front end styling and an overall softer tone than the first iteration of the DS brand's flagship, power will range from 120-210hp, and a hybrid 4x4 will provide a claimed 80mpg equivalent in fuel consumption.

The new car will reach RHD markets in midsummer.