DS No7: A New Era of Serenity and Hybrid Power

DS Automobiles has unveiled the No7, a mid-size SUV positioned as a successor to the DS 7, doubling down on the avant-garde design language first seen in the DS No8 flagship. The No7 distinguishes itself by offering both fully electric powertrains and a hybrid engine option, a strategic move to cater to a broader customer base.

Responding to Market Demand: The Hybrid Option

Recognizing a shift in consumer preferences, DS Automobiles is introducing a 143bhp hybrid engine to the No7 lineup. Audrey Amar, DS Automobiles product director, explained that “For family cars, you need a mild hybrid – not all customers are ready to switch to full electric.” This decision comes after DS, like Alfa Romeo, found that focusing solely on electric vehicles limited its reach.

The hybrid system combines Stellantis’s 1.2-litre turbocharged three-cylinder engine with a 28bhp electric motor and a six-speed dual-clutch transmission. This engine is also utilized in the Citroen C5 Aircross. Despite its relatively small electric motor, the hybrid can operate on electric power for approximately 50% of the time in urban environments.

Efficiency and Performance

The DS No7 hybrid achieves approximately 53mpg and CO2 emissions ranging from 119 to 128g/km, figures that DS claims surpass those of its premium competitors. This focus on efficiency complements the long ranges offered by the electric versions of the No7.

Electric Range and Battery Options

The No7 adopts the same battery options as the long-range No8 – 97.2kWh and 73.7kWh. The long-range No7, with a range of up to 460 miles, barely compromises on mileage compared to its coupé-sedan sibling.

Interior Focus: Serenity and Comfort

According to design director Thierry Métroz, the interior of the No7 is designed for “first-class comfort.” DS aims to establish itself as a market leader in “serenity, the human-machine interface and pleasure to drive.” Features contributing to this goal include a camera that scans the road ahead to optimize the adaptive suspension, available neck warmers in the seats, and double-glazed glass for enhanced soundproofing.

Exterior Design Evolution

The No7 features a striking exterior design, a departure from the more conservative aesthetic of the original DS 7. Métroz explained that the initial DS 7 needed to be “a little bit conservative” to gain customer acceptance, even as the No7 allows for greater innovation. Key design elements include V-shaped Daytime Running Lights, a signature mirrored at the rear, and an illuminated grille on electric versions (not available on the hybrid due to engine ventilation requirements). The maximum wheel diameter is 21 inches.

Market Availability and Sales Expectations

The DS No7 is scheduled to go on sale in the autumn, with an estimated starting price of around £40,000 for the hybrid model. DS anticipates that the No7, alongside the No8 and updated No4, will significantly boost brand awareness. The DS7 remains the brand’s best-selling model.