DS WANTS TO BECOME 'LOUIS VUITTON OF CAR INDUSTRY'

It's aiming to follow Bentley into the luxury space, says design director

- MARK TISSHAW

DS aspires to one day rival Bentley and Rolls-Royce as it targets a move from the premium segment into the luxury sphere.

That's according to design director Thierry Métroz, who said the Stellantis-owned French brand's "dream is to be the Louis Vuitton of the automotive industry".

Speaking to Autocar at the Brussels motor show debut of its all-new N°8 (pronounced 'number eight') flagship, Métroz said: "We are premium [now] but our mission is to be more than premium.

We would like to try to touch the luxury feeling."

However, Métroz cautioned that this "takes time; it's a lot of work" and said that despite it being a long-term goal for DS, the brand may never get there.

He said: "It's a lot of work as the brand is very young.