When high technology and craftsmanship meet, the door to a very special world opens.


It’s a world that at its heart has detail, precision, partnership with one of the finest watchmakers in the world, and infinite time spent on the pursuit of perfection.


Come behind the scenes of French savoir-faire, share our vision of excellence and learn about the lengths we go to.



Representing the living spirit of the avant-garde, Eric Apode, DS Senior Vice President Products, Business Development and Profitability, shares his vision.


Here he talks about new DS 7 CROSSBACK which until its launch in March 2017 was known simply by its code name: Project X74.


“With an 8-speed automatic gearbox and THP 225 S&S engine: our engineers incorporated the best innovations, perfecting the design until power became synonymous with real performance, safety and environmental respect.”

Eric Apode, Senior Vice President Products, Business Development & Profitability

For a more refined relationship with the road, we build DS7 CROSSBACK’s structure using heat-sealing technology. A combination of welding and hot gluing is employed to join the sheet metal components. The result maximises resistance to impacts, increases body rigidity and gives the SUV a solid feeling with less interference and reduced road noise.


For you, the new 8-speed Efficient Automatic Transmission (EAT8) means almost imperceptible gearchanges and reduced fuel consumption with increased driver enjoyment. 


Unique technology in an SUV

Anticipation was the key word when it came to developing a DS suspension system for the 21st Century. A camera situated behind the windscreen, four attitude sensors and three accelerometers analyse the road surface ahead as well as DS 7 CROSSBACK’s reactions. They then transmit this data instantly to a computer which works independently on each wheel, making the suspension harder or softer. Its swift reactions and finesse improve comfort on the move and create a unique driving experience.


“Throughout the design process, the target was for DS 7 CROSSBACK to express refinement, excellence, and high standards of craftsmanship. The result is a charismatic car of perfect size with true magnetism, both inside and out. The perfect alchemy of power and elegance.”

Thierry Metroz, DS Design Director.

We’ve employed trademark Parisian innovation and savoir-faire to make DS 7 CROSSBACK a striking, expressive design that has a singular beauty; one that’s immediately recognisable. With dynamic lines that play off each other perfectly, it’s an expressive shape that conveys dignity and elegance.


The modern design of DS 7 CROSSBACK signifies the beginning of a new era for DS Automobiles. To reflect this, we’ve redesigned our badge. It sits proudly, like a coat of arms, in the middle of the SUV’s grille completing the design signature we call DS WINGS. Majestically vertical, it perfectly complements DS 7 CROSSBACK’s size. We’ve emphasised the length and strength of DS 7 CROSSBACK with ribs in the aluminium bonnet which form an arrow between the top of the grille and the two-tone door mirrors. The sides are sculpted with sharp creases on the front and rear wings, accentuating DS 7 CROSSBACK’s muscular beauty. At the rear, the lights are showcased by styling that’s clean yet curvaceous.


From Carmine to Rubis, shades of red give a certain flamboyance to your SUV, inside and out

Fashioned like pieces of exquisite jewellery, the LED modules of the DS ACTIVE LED VISION headlights illuminate with a purple colour and swivel through 180° as soon as DS 7 CROSSBACK is unlocked.


The atmospheric colours come in eight shades, including the DS signature Carmine red, for an ambient sensation that goes from dynamic to comfort.



“Each DS reflects the desires of each customer, and involves unique forms of craftsmanship. Our designers, engineers, upholsterers... all put their expertise into the task of designing the interior, working with only exquisite materials and an expert craftsman’s attention to detail.”

Thierry Metroz, DS Design Director



The refinement within DS 7 CROSSBACK comes to life in the attention we’ve put into the smallest details. There are crystal inset controls, aluminium pedals and pearl stitching that quietly underlines the watchstrap design of the Nappa leather seats, dashboard and door panels. The chrome centre console is decorated with a ‘Clous de Paris’ pattern, just like the B.R.M R180 Timepiece. Clous de Paris is one of the most revered finishes in watchmaking. It is made from small furrows that intersect. The raised parts then form tiny pyramid shapes.


Throughout the B.R.M Chronographes manufacturing process, Bernard Richards shows off the art form behind his family run company; a fine watchmaker and supplier to the luxury industry. According to him, savoir-faire requires a blend of technique and perfection at every stage.


In 2016 B.R.M Chronographes announced the start of its partnership with DS Automobiles at that year’s Geneva Motor Show.


The next step of our joint adventure is the creation of R180, a moving watch that’s slim and refined, specially conceived for DS 7 CROSSBACK.


Combining tradition with technology, this jewel of a watch sits majestically on the dashboard, leaving its case and pivoting on itself into position when the car is started.


To get the very best in-car sound system, we’ve joined forces with France’s leading audio and acoustics company. Music lovers will appreciate the FOCAL ELECTRA® sound system which employs exclusive technology and has 14 speakers positioned around the cockpit.



For seeing in the dark

Visibility at night and therefore safety are maximised with DS NIGHT VISION. An infrared camera in DS 7 CROSSBACK’s front grille detects pedestrians, cyclists and animals on the road up to 100m ahead.


You can see then clearly what’s in front of DS 7 CROSSBACK in the digital instrument panel. Hazards are highlighted in yellow or red depending on how close they are. This helps you to anticipate danger and react in plenty of time.



For even safer driving

You’ll be one step closer to autonomous driving with this innovative system which helps you to drive while enabling you to re-take total control whenever you want. By regulating vehicle speed to maintain a safe distance from the vehicle in front, ACC Stop&Go (Adaptive Cruise Control) helps reduce the risk of collision. This is paired with LPA (Lane Positioning Assist) which enables DS 7 CROSSBACK to stay in the middle of its lane. If a stop doesn’t last longer than three seconds, DS 7 CROSSBACK will re-start automatically.


DS CONNECTED PILOT is particularly useful in traffic jams or on motorways where it will maximise safety for added peace of mind.


To ensure you stay focused on the road, DS DRIVER ATTENTION MONITORING surveys the four principal signs of distraction or fatigue: movement of the eyes, eyelids and neck as well as the trajectory of the vehicle in relation to the road markings.


Thanks to its infrared camera, DS DRIVER ATTENTION MONITORING detects when the car is moving erratically or not in a straight line and analyses the blinking of the eyes for signs of driver fatigue. It then automatically sounds an audible signal as well as a warning that flashes up on your instrument panel.


Eyes will light up when DS 7 CROSSBACK reveals its lighting signature. Watch the video to see how seductive it is.


The spectacle begins the moment DS 7 CROSSBACK is unlocked with DS ACTIVE LED VISION lighting up in a welcome gesture.


The LED light modules swivel from side to side, then when driving, their angle is dependent on speed, the position of the steering and weather conditions.


The DS 3D Rear Lights rely on full LED technology and appear like the scales of a reptile, something that we believe contributes to our SUV’s avant-garde character.


In order to accomplish our enchanting lighting signature we resorted to the latest technology such as incredibly precise laser engraving.



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