There’s a new name in motoring luxury that has hit the Malaysian shores and that’s DS Automobiles. It’s the ultimate embodiment of French luxury and flair on four wheels, sort of what Lexus is to Toyota, Maybach is to Mercedes-Benz or Rolls Royce is to BMW.
We had already seen the preview of the outlandish DS7 Crossback at this year’s KL International Motorshow with its generous ‘acres’ of Alcantara, a material more commonly seen in racing cars of exotic supercars, lashed on the interior. In black the car felt like it was something Batman would use to do the school run or to head to Ikea.
Needless to say the DS brand is the front runner in French luxury for the road. With a whole roster of cars slated to arrive in 2019, a strong physical presence would be the just what the brand needs right now.
The DS Store is….
Launched in the midst of a gala evening, it’s a boutique of all things DS. The store will function as the introductory point for the Malaysian luxury car buyers to the DS brand. This 3230 sq ft facility will serve as a 3 car showroom, offer 3S facilities, and allow prospective customers to immerse themselves into the DS experience.
There’s even a customer lounge which allows customers to configure and personalize their DS. In keeping with the DS’s tagline ‘Spirit of Avant-garde’ , you get to experience the materials, trim and color samples in the real world and see how it all comes together in the DS VR Zone. Just like the car’s itself, the experience of the DS store is one that combines style and sophisticated technology.
Why at the Naza Automall Petaling Jaya
As one of the premier landmarks of the Klang Valley, right next to the busiest highway in Malaysia, it’s only natural that the DS Store is located at the Naza Automall, joining the ranks of Ferrari, Maserati, and the Naza Marques divisions.
We think the placement of the DS Store could not have been better. Naza Automall’s existing customer base seems like the right type of low hanging fruit the DS brand should tap into right now. For a VVIP and their family who has a Ferrari or Maserati in their garage, it would be tempting to get something that has a similar sort of style but costing a fraction to acquire and run on a daily basis. It would be interesting to see how the brand will kick off after DS Malaysia announces their DS7 Crossback’s price.
What to expect?
The DS Automobiles may be a young brand, but it’s the embodiment of the PSA groups ambition to hitch on the luxury brand bandwagon. Global trends have shown a tremendous growth posted by leading luxury brand’s so why not right?
What we at Route Hunters hope to see is the return of the glory days of French motoring technology. We are talking about the likes of the original DS, the SM and the C6, where outlandish innovation and eccentric styling took center stage, and these car’s were proudly French in their individuality. The DS Automobiles seems to promise precisely this so let’s wait and see.
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