What's the news?
DS Automobiles, the luxury brand of PSA Group which owns Peugeot, Citroen, and Opel, has launched its new DS 7 Crossback SUV in Ireland. The new model, which slots in between the likes of the Audi Q3 and Q5 in size terms, undercuts its German rivals on price, with a starting sticker of €36,000.
That will get you a Prestige model with the 1.2-litre 130hp petrol 'PureTech' engine, and quite a lot of equipment. An eight-inch touchscreen infotainment system is standard, with Apple CarPlay and Android Auto, plus LED brake lights, 18-inch alloys, rear parking sensors, keyless ignition, leather steering wheel, and electronic child locks.
The Performance Line model, which DS expects to be the best-seller, starts from €42,000 and comes with adaptive LED headlights, 19-inch alloys, parking sensors, a 12.3-inch touchscreen infotainment system, Alcantara trim on the seats, doors, and dash and - on the 2.0-litre diesel automatic model - adaptive suspension which scans the road ahead, and pre-loads the electronic dampers to deal with any imperfections. You can even specify high-tech infrared night vision, if you fancy, and there's also an optional dash-camera, which could help with any insurance claims.
The brand only has one Irish dealer for now - DS Airside in Swords, near Dublin airport, and expects to sell only 100 DS 7 models this year. Nonetheless, it plans to offer a fully premium experience, using 3D virtual reality goggles to allow customers to choose their spec and trim, as well as offering a five-year unlimited mileage warranty with roadside assistance.
Other engine options include the 180hp 1.6-litre PureTech petrol and a 130hp HDI diesel. Next year, DS will launch a 300hp plug-in hybrid version, which will be able to go for 50km on a full charge of the batteries, and which will have CO2 emissions of less than 49g/km.
Click here to read out international first drive review of the DS 7 Crossback.