- The launch of the new DS N°8 poked fun at established rivals with a clever jab.
- The EV was parked between an Audi Q4 e-tron and a BMW i4 that turned into pumpkins.
- The DS Automobiles CEO made a reference to the classic Cinderella tale during the reveal.
DS Automobiles has just unveiled their new flagship, the fully electric N°8 fastback crossover, and it’s clear they’re trying (perhaps a bit too hard) to grab attention. During the official presentation, the French automaker had the gall—er, the cheek—to throw a little jab at the competition, recreating a scene from the folk tale Cinderella to make their point. And what’s that point, you ask? Well, the DS N°8 wants to be the new luxury carriage for those who fancy a bit of magic in their drive; no pumpkins required.
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The N°8 was revealed by none other than Olivier Francois, CEO of Fiat, Abarth, and DS Automobiles, who made a rather grandoise statement by calling the N°8 a “modern-day carriage.” This, of course, was meant to evoke the heritage of DS, a brand that’s barely old enough to legally drink in some countries. A bit of a stretch, sure, but it sets the stage for what was to follow.
In a rather Cinderella-esque moment at the end of the video, Francois parks the N°8 between an Audi Q4 Sportback e-tron and a BMW i4, both of which were conveniently de-badged, but we got the message loud and clear. To top it off, he delivered a final punchline:
“Well, I’m convinced that if Cinderella were written in 2025, she would undoubtedly ride in a N°8. And allow me to say, by next summer, when N°8 is launched, it might just be like the fairy tale: the 12 strokes of midnight may very well sound for the competition’s luxurious carriages.”
At this point, the Audi and BMW are transformed nto pumpkins, while the DS N°8 remains unscathed, because, of course, it’s the star of the show. For the uninitiated, Cinderella’s fairy godmother turned a pumpkin into a golden carriage to get her to the ball, only to have the magic wear off at midnight. You know, just in case you hadn’t picked up on the metaphor.
Now, setting aside the cheeky marketing, DS Automobiles has had a bit of a rough ride since its split from Citroen in 2014. Competing with more established brands in both sales and brand recognition has proven tricky.
Positioned as one of Stellantis’s premium brands alongside Lancia and Alfa Romeo but below Maserati, DS doesn’t have the decades of heritage that BMW or Mercedes-Benz can rely on. Instead, it shares its underpinnings with other Stellantis models, while attempting to carve out its own niche with quirky French styling, more upscale interiors, and a slightly more refined chassis setup. Think of DS like Genesis, but focused more on the lower segments—if that makes sense. And that’s the approach they’ve taken with the N°8, which is designed to challenge the sedans and coupe-SUVs in Europe’s premium midsize segment.
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Francois was quick to highlight that the 4.82-meter-long (189.8-inch) N°8 combines the elevated driving position of an SUV with the elegance and class of a grand sedan. It also boasts the longest range in its segment with up to 750 km (466 miles) on a single charge.
In the video, the CEO went on at length about the interior, claiming it offers “extreme comfort, beauty, silence, and refinement.” He also highlighted that the N°8’s seats provide a spa-like experience, complete with massaging, ventilating, and heating functions, plus, a neck warmer for good measure.
But, as with all things that sound too good to be true, it remains to be seen whether buyers will shell out for this French luxury crossover when they can just as easily reach for a more traditional choice from the likes of BMW, Audi, or Mercedes-Benz.
