The French Are Often Said to Go Too Far, but Sometimes It’s Good to Go Too Far… DS N°8: 750KM Range, Fully Electric. New Brand Campaign for Ds Automobiles, Striving for Excellence

• DS Automobiles is launching a new Brand campaign with a free, bold and contemporary tone: “Yes, the French sometimes go too far.”
• The commercial will be broadcast on television from 29 August, highlighting DS N°8 and its record electric range of 750 km. The Brand campaign includes a presence in many television, print and digital media plus video platforms.
• DS N°8, the Brand’s 100% electric flagship, embodies with its 750 km range French technological refinement at the service of the Art of travel.

At the sales launch of DS N°8, DS Automobiles is unveiling a bold new brand campaign that represents a turning point in its communication: more modern, offbeat, pictorial and poetic. Far from conventional, this message relays a breath of creative freshness, in the image of a contemporary and dynamic France, inspiring and inspired by illustrating a new art of French travel.

Directed by Henry Scholfield, the campaign film follows the journey of a DS N°8 as it crosses France from Paris to the Mediterranean without charging. A technical feat staged with humour, subtlety and style, carried by a refined aesthetic. The original soundtrack, entrusted to Guillaume Alric/Enfant Sauvage - half of electro duo The Blaze - accompanies this odyssey with a powerful and emotional arrangement.

“A new campaign and a new tone for DS Automobiles, reflecting a France that dares, as it did during the Paris 2024 Olympic Games, always striving for excellence: 750 km of electric range, in benchmark comfort, to enhance the Art of Travel.”

Xavier PEUGEOT, DS Automobiles CEO

This electric odyssey is also a statement: “Yes, the French sometimes go too far.” The campaign is divided into a series of scenes in which excess becomes a French quality: in gastronomy, fashion... and now, in electric range. Far from arrogance, DS Automobiles claims an elegance in motion: livelier, lighter, more contemporary.

A real concentration of innovation and refinement, DS N°8 indicates a turning point in DS Automobiles’ electric ambitions. DS N°8 combines state-of-the-art aerodynamics with a latest-generation 97.2 kWh battery produced in France offering up to 750 kilometres of range (WLTP cycle), with up to 350 horsepower and four-wheel drive. Its interior blends advanced technology and exceptional craftsmanship with high-quality materials, meticulous finishes and enhanced benchmark comfort. DS N°8 isn’t just a step forwards, it elevates the travel experience.

With this new campaign, DS Automobiles confirms its desire to combine design, innovation and emotion, by positioning DS N°8 as the new standard-bearer of a reinvented French art of travel. Through N°8, DS Automobiles more than ever embodies a new breath of fresh air, a new voice, at the heart of a daring premium automotive France.

A 360° Brand Campaign

DS Automobiles will be visible in the media from 29 August with a 30-second television spot, broadcast on the major national channels until 14 September: link to the video.

The Brand will be present on the Web as well, with videos in an adapted 20-second format, which will be broadcast on many digital media between 1 and 21 September.

DS Automobiles will also sponsor several France TV programmes between 1 October and 30 November.

Finally, DS N°8 will be present in the pages of the biggest national and regional titles and in the magazine press.

This advertising campaign illustrates the beginning of a new chapter that’s opening for DS Automobiles and symbolises its renewal through superb new designs.