DS is aiming to substantially increase its sales volumes with its new product line-up in Europe - and remains firmly committed to selling cars in the UK.

Speaking to journalists following a dealer conference in the UK today, the French premium brand's recently appointed CEO, Xavier Peugeot, said that as DS introduces its second-generation line-up, it's aiming to achieve a steady trajectory of growth and become a more viable volume player in the European market.

Peugeot acknowledged that sales were down last year but said DS views 2024 and 2025 as "transition years" during which it has renewed its line-up and refreshed its brand image with an eye to achieving growth in the years beyond.

"I think it was a positive start, demonstrating the potential of this success story," he said. "Then we went to a second wave with less product launches, which is the stage we faced in the last three to four years, with an impact on our volume."

Going forward, DS will avoid having such long pauses between new car launches, with the new No8 flagship crossover and No4 hatchback – both due in the coming months – serving as spearheads for the brand's new era.

"I believe that we are now in a position to recapitalise on this success story, based on the launch of these new products", Peugeot said, referring to the No8, No4 hatchback and incoming replacement for the DS 7 SUV.

With this new product line-up – set to be further renewed in around 2027 with the arrival of a replacement for the DS 3 supermini – DS has it eyes firmly set on achieving higher sales volumes.

Peugeot said "maximum has to become minimum", meaning that the brand's previous best yearly performance – around 55,000 sales – must now become the baseline.

He refused to give a specific target figure, saying: "If I was to tell you that I would like to go triple or four times higher in terms of volume, you would tell me it's a crazy dream!"

Crucial to achieving this increase in footprint is ensuring that "all the signals which are given by the brand are aligned, coherent and consistent", said Peugeot.

He said his key focus areas for DS – having now been in the CEO chair for eight months – are "quality, which has to be at the top level for the credibility of a premium brand", and "the consistency and coherence of our messages".

Peugeot said he views DS as a "success story" and pointed to its unique status as a relatively new marque (at 10 years old) with a heritage and legacy that stretches back 70 years - to the launch of the original Citroën DS, the car that inspired the positioning, design and dynamic character of the new No8.

He acknowledged that there are "rumours" around DS's ongoing positioning in the Stellantis portfolio, given previous group CEO Carlos Tavares's suggestion that low-performing brands could be axed or sold off, but said this scenario is firmly "not on the table".

"DS is a profitable brand. It feeds the Stellantis group positively," he said, emphasising the renewed importance of a premium offering for car makers.

"We understand the question, due to the level of competitiveness in the market. But if the question were to come, I don't think we should consider one single scenario about it. And the reason is simple: premium represents 25% of the volume in Europe and nearly 40% of the profits for a car manufacturer.

"So should we immediately stop a brand bringing profitable results to the company in a premium segment, which is impactful for the car market, with some competitors pushing their premium brands as an asset for the company?"

Peugeot pointed to the upcoming wave of new products as a statement of Stellantis's commitment to DS's future - and said this applies similarly in the UK, where the brand has hitherto sold in extremely low volumes, relative to its main competitors.

"We expect to sell the No8, No4 and [7 replacement] in the UK, which means that we trust in the future for DS in the UK," he said. "But of course we also need to provide some volumes."

Peugeot doesn't believe "a premium brand is only to be considered through volumes" but said a certain number of cars must be sold to ensure the dealer network remains profitable, so "the coming launches will be key to ensuring the success of DS in the UK".

Importantly, noted the brand's UK MD Jules Tilstone: "The UK market is changing, and retailers have told us that the auto-renewal with a German premium brand is not there as it has been in the past.

"The pitch is moving: the market share from the top three German brands is down two and a half points, newcomers are cutting through. So the dynamic is changing in the UK market, and we're here to take full advantage of that."

However, Tilstone acknowledged that "we've got a job to do" in terms of boosting brand recognition and "we haven't solved that yet".

"Getting DS on the shopping list is a job still to be done," he said, pointing to the No8 as a "catalyst" for achieving that, with the EV's 466-mile maximum range far outstretching most rivals'.

"Range is king," he said. "When you're talking about 466 miles, you can forget about worries over public charging. Suddenly we've got a car that you can plug in at home and you never have to go to a fuel station or charging station again."