The DS No 8 signals the start of a new era at the French brand in which it will pursue a fresh approach to how it designs, engineers and markets its cars.

A high-riding fastback in the mould of the Peugeot 408 and e-3008, the new flagship arrives at an important time for struggling DS. The French firm is looking to rebuild sales after a 25% drop to 35,000 units in Europe during 2024 – and to hit crucial profitability targets by 2031 or risk being axed by parent Stellantis.

While STLA-based cars from sibling brands Peugeot and Vauxhall have been launched with electric and combustion options, the No 8 will be EV-only, in line with the French brand's plan to phase out ICE power for its next-gen line-up.

Inspired by the Aero Sport Lounge concept from 2020, albeit significantly toned down for production, the No 8 is the first model to adopt DS’s new naming strategy, which is similar to that of French fashion house Chanel, which sells the No 5 and No 19 perfumes. This naming convention will be employed for future DS models such as the successor to the DS 3 as part of a complete naming rebrand.

The No 8 is underpinned by the STLA Medium platform, which has been reworked in a bid to meet the car’s target of class-leading aerodynamic performance. “In the past, we did a nice design and after [worked out] how to make this design efficient, but on this car it was a different process: we started with aero,” design chief Thierry Métroz told Autocar.

“From the beginning, when we sketched the car, we discussed with the aerodynamics people – ‘if you put the edge at this place, it’s better for aerodynamics; you don’t need to have this’ – and we really designed the car and the spec around the aerodynamics,” he said.

To that end, the No 8 employs several wind-cheating design devices. The most prominent of those is its rakish roofline, which is 6cm lower than that on the Peugeot 3008. The result is a drag coefficient of 0.24 – better than the 0.26 of rival Polestar 4 and just slightly behind the Tesla Model Y’s benchmark 0.23. So although the longest-legged version of the No 8 uses the same 97.2kWh (usable capacity) battery as the e-3008 Long Range, it can travel 31 miles farther per charge: DS claims a total of 466 miles.

The pursuit of range is also evident in the cabin. DS has fitted the seats with a neck-warmer system of the kind typically reserved for cabriolets because it is claimed to be a more efficient way of warming the body than a conventional heater while using 5-10% less energy. Moreover, heated seats will be included as standard because they are also more efficient than heating the entire interior.

As with its radical exterior, the rest of the No 8’s interior represents a dramatic departure from the brand’s existing models. Most notably, it uses a novel four-spoke steering wheel, while the cabin is clad in monolithic, geometric panels.

In the pursuit of a more minimalist look, designers have also removed traditional buttons from the dashboard and placed most of the car’s controls within the centrally mounted 16in infotainment screen.

The No 8 will be offered with a choice of three powertrains and two batteries. The entry-level car gets a single front-mounted motor that puts out up to 256bhp and 254lb ft. It’s paired with a 74kWh battery, giving a range of 355 miles and a 0-62mph time of 7.7sec.

The middle-rung High Range car also has a single motor, which delivers up to 276bhp, but gains the 97.2kWh battery. Supplied by France-based Automotive Cells Company, it’s composed of 12 modules that each weigh 34.45kg and gives the headline range figure of 466 miles. The extra mass slows the 0-62mph to 7.8sec, though.

The range-topper uses the same battery but adds a second motor on the rear axle, boosting combined power to 370bhp. This cuts its 0-62mph sprint to 5.4sec but also compromises efficiency, reducing its range to 426 miles.

Given DS’s push for efficiency, all three powertrains have been programmed to reduce power outputs when charge levels are low. The entry-level car drops to 227bhp, High Range to 242bhp and the top-rung car to 345bhp.

Prices for the No 8 in mainland Europe will range from €60,000 to €75,000 (£50,000 to £62,000). However, Autocar understands the model is likely to be priced lower in the UK to compete with rivals – such as the £51,270 BMW i4 – and to rebuild DS’s presence in the market after selling just over 1000 cars here in 2024, a far cry from its UK peak of 15,000 sales in 2016. 

UK deliveries are expected to start by the end of next year.