First things first, you must understand that the name ‘DS’ was first used for the 1955 Citroen DS car, which might just be one of the greatest cars ever made. Designed by Flaminio Bertoni and André Lefèbvre, the car really is moving art.
‘DS’ is an abbreviation for ‘Different Spirit’ or ‘Distinctive Series’, but it is also a play on the French word for goddess, which is ‘déesse’
When it was first launched, DS was technologically ahead of its time. Hydraulics powered its steering, brakes, gearbox, clutch and self-levelling suspension, which was touted Citroen’s ‘magic carpet’ ride.
Although its production only lasted slightly over 20 years, it is still very much admired today.
And so, it was only fitting when the name DS was chosen to represent Citroen’s new premium venture which focuses on producing upmarket automobiles, with the DS 7 being its first SUV.
The exterior
LED light signatures, unique interior stitching techniques, and a motorised watch by B.R.M are placed on the dashboard.
Smooth lines are used to attract your attention to the DS 7. On the outside, the DS 7 Crossback SUV sports a muscular yet elegant look, resulting in a more distinguished and sporty stance.
The horizontal chrome DS WINGS on the front convey a sense of prestige through strong, well-balanced lines.
The new diamond-effect and glossy black grille feature dynamic and hexagonal lines, with the DS emblem taking up prominent space in the centre.
The grille is also topped with a DS Performance Line badge, a distinctive feature only unique to DS cars with sports styling added to the already impressive mix of technical excellence, comfort and refinement.
The sharp edges of the front and rear wings, on the other hand, sculpt the sides to enhance the muscular beauty of this SUV.
The DS Active LED Vision system adapts in width and range to road conditions and vehicle speed for greater safety on the road through five lighting modes, which are Town Beam, Country Beam, Motorway Beam, Adverse Weather and High Beam.
The LED modules on this system, which resemble faceted jewels, emit a purple light when the car is unlocked before pivoting by 180 degrees to create a hypnotising effect.
Behind, the DS 3D full-LED rear lights feature a three-dimensional scale effect with a textured black finish on the rear trim.
These light signatures, both front and end, certainly lend a level of stature, poise and visual pleasure to the vehicle.
The interior
The interior of the DS 7 Crossback SUV is chic and contemporary, which reflects the expertise at DS Automobiles.
DS’s avant-garde spirit, which is key to their brand, also manifests in the interior, with two high-definition screens positioned at the front of the cabin.
One is an eight-inch central touchscreen that manages the multimedia interface, the entire DS Connect functions and wireless charging. This touchscreen is compatible with Apple CarPlay, Android Auto and MirrorLink. The supplementary second screen is a personalisable 12.3-inch one dedicated to the digital instrument cluster.
The Performance Line promises dynamic quality throughout, by combining a Basalt Black-grained Alcantara interior with carmine and gold topstitching. The steering wheel, grab handles and central part of the wheel which covers the airbag are also available in a rare upholstered leather finish. Precious materials make an appearance here, with aluminium for the pedals.
The timepiece
The toggle switches on the chrome-finished central console feature a ‘Clous de Paris’ guilloche trim finish, while the exclusive animated B.R.M R180 watch created in partnership with B.R.M Chronographs sits majestically on the dashboard, adding a nice touch of elegance fused with tradition.
The audio
The distinctive DS Lounge presents the top-of-the-range Focal Electra Hi-Fi audio system, a meticulously-devised acoustic architecture composed of 14 speaker drivers carefully positioned around the passenger compartment.
This spatialisation ensures a uniquely immersive listening experience surrounded by rich and detailed sound.
The engine
The overall character and performance of the DS 7 Crossback SUV are underscored by its powerful, highly-efficient, high-torque internal combustion engines which produce 165hp at 6,000 rpm and maximum torque of 240 Nm from 1,400 rpm with its 1.6-litre THP four-cylinder petrol engine.
Exceptional power is sent to the front wheels via a six-speed automatic transmission (EAT6), recording a top speed of 220 km/h.
This all-new DS 7 Crossback SUV also features a new Electric Impulse Auto Gear Control with Paddle Shift for a thrilling drive and rides on 19-inch Onyx Black alloy wheels wrapped in 235/50 tyres, giving the DS 7 Crossback SUV a comfortable yet confident ride on the road.
A five-star EuroNCAP rating only bodes well for this sleek SUV, as the DS 7 Crossback SUV boasts a myriad of safety equipment such as an Anti-lock Braking System (ABS), Electronic Stability Programme (ESP), Emergency Brake Assist (EBS), Electronic Brakeforce Distribution (EBD), Emergency Brake Assist (EBA), Anti-skid Regulation (ASR), Dynamic Stability Control (DSC), Driver Attention Warning, six airbags, ISOFIX anchor points and passenger detection system, and the DS Active LED Vision.
All of these features work effortlessly to ensure the safety of the driver and passengers at all times.
The official premiere of the DS 7 Crossback SUV also marks the launch of the exclusive DS Only You programme, a collection of services for customers to enjoy a unique DS Experience.
The portfolio of services was built to delight customers based on a thorough study of their expectations and influenced by luxury brands specialising in travel and lifestyle demands.
The drive
You will be taken by the DS 7’s good looks and quality fitment once you get in. The second generation of PSA’s i-Cockpit 12-inch digital display will be in front of the driver, and you’ll also notice an eight-inch touchscreen for infotainment and navigation.
Its steering wheel, on the other hand, is small yet sporty with a flat bottom and top. It is indeed a unique steering wheel that you will miss when you encounter another SUV.
The 1.6-litre THP heart that provides life to this DS 7 is an award-winning piece of engineering and for a good reason, as it combines the advantages of high-pressure direct injection and advanced turbocharger technology.
The 240 Nm it produces arrives at an early 1400 rpm, ensuring a highly-responsive drive, while the 165bhp of power it produces affords effortless acceleration up until the 206 km/h mark.
What’s more, is that it produces all this performance while sipping a mere 6.5 liters of fuel for every 100 km driven.
The seats are very comfortable and supportive in the front, and there is plenty of good room in the back seats with adequate knee room for adults and just enough headroom for anyone under 180 cm. Even basketball players will be able to get comfortable in there.
There is plenty of space for small items such as the wireless charging pad, deep door pockets and a very deep-lidded storage box between the front seats.
Initially, this DS 7 Crossback SUV was priced at US$48,000 on-the-road without insurance. Now, the selling price has been bumped up to US$62,525 but it comes with DS’ 5-Years Peace Of Mind warranty or 120,000 km in mileage (whichever comes first) and 5-Years 24-Hour Assistance.
As for paint, the colour options available right now are Nera Black, Pearl White, Absolute Red and Platinum Grey.
Now that you’re equipped with all the information needed, it’s time for a test drive at your nearest dealer.
DS 7 Crossback specifications:
Engine: 4-cylinder 16v Turbo
Capacity: 1598cc
Power: 165bhp @ 6000rpm
Torque: 240Nm @ 1400rpm
Transmission: 6-speed auto with manual select
0-100km/h: 8.9 seconds
Top speed: 206km/h
Price: From US$48,000
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