In another step forward for electric models, French brand DS Automobiles this year revised the electrification timeline to 2024. This confirmation came after Stellantis, the parent company of DS, reported sales for the first half of the year. Stellantis detailed its electrification roadmap in July 2021. For DS Automobiles, the transition to EVs will happen before other brands.
Taking to social media shortly after the release of sales figures, DS’s UK Managing Director, Jules Tilstone, announced that by 2024, all vehicles in the company’s line-up would be electric:
It’s been a turbulent time for the automotive industry, but great to see the @Stellantis teams pulling together to deliver such a fantastic result. We’ve also announced that from 2024 all new models from @DS_UK_Official will be launched as full electric only.
DS’s UK Managing Director Jules Tilstone on Twitter
DS line-up
DS Automobiles already has several electrified models, but only one fully electric car, the DS 3 Crossback E-Tense. Based on the PSA’s e-CMP platform, the DS 3 Crossback E-Tense uses a 134 hp electric motor and 50 kWh battery pack. Aside from this, DS offers the DS 3 and DS 7 with plug-in hybrid powertrains. Additionally, the DS 4 hatchback and the DS 9 saloon receive plug-in hybrid options.
Carlos Tavares, CEO, Stellantis, talked about electrification for the DS brand during Stellantis’ H1 2021 results conference call. He said:
By the end of this year, DS will have a highly exciting showroom with a flagship model, a eSedan, the DS9, with the brand new DS4 Crossback, the DS7 Crossback, and the DS3 Crossback. All of these models have either pure BEV versions or/and PHEV versions. So, fully electrified brand portfolio for DS with four exciting models in the showroom by the end of this year. So, a very good opportunity to continue to grow profitably, this premium brand.
Carlos Tavares, CEO, Stellantis
DS is constructing its reputation as a premium brand in Europe, with a limited sales volume to show. While their lineup is small, it would make sense for the company to go fully electric as soon as possible, using the resources of the STLA platform.
Going fully electric could help DS achieve substantial growth in its fleet sales. 40% of customers in 2021 configured their DS models with an E-Tense powertrain, Tilstone told Business Car during an interview in December. The company is confident that this number will grow to 50% in 2022 and even higher in 2023. The French premium automaker’s UK boss is hopeful that doubling the model line-up will drive further growth. In addition to launching electrified models, the company needs to work on brand awareness, as many fleet customers in the UK don’t know about DS.
Stellantis to launch 11 pure electric models
Stellantis has said that at least 11 new BEVs should make it to the market within the next two years from its various brands. Also in the pipeline are ten new PHEVs over the next 24 months, but all of DS’s cars already come with electrification, which means the other brands show more promise.
Featured Image Source: DS
