DS No8: A New Electric SUV to Challenge Established Players

The DS No8 is set to hit the market in mid-2025 as the French premium brand’s latest electric SUV. With bold design choices, strong efficiency claims, and a focus on luxury, the No8 aims to rival established names like Tesla, BMW, and Audi. But does it have what it takes to succeed?

Design: A Blend of Elegance and Practicality, with Room for Debate

The DS No8 introduces a fresh design language for the brand, shifting towards a more streamlined and minimalist aesthetic. Moving away from the heavily detailed look of earlier DS models, the No8 takes inspiration from the DS Aero Sport Lounge concept, emphasising clean lines and aerodynamic efficiency. While the new approach is more subdued, it retains distinctive elements designed to stand out.

At the front, the vertical blade-shaped daytime running lights create a sharp and modern impression, helping to define the car’s unique identity. The grille design varies by trim, with higher-spec models featuring the illuminated DS badge and light bars integrated into the Luminascreen grille. These touches may appeal to buyers looking for a contemporary yet luxurious design, though others may find them less timeless compared to more traditional styling cues.

The coupé-inspired silhouette is another bold choice. Its sloping roofline enhances the car’s aerodynamic credentials, contributing to a drag coefficient of 0.24 Cd, which DS claims is class-leading. However, this design choice is not without its trade-offs. The sleek profile may compromise rear headroom for passengers, and its practicality for families could be limited compared to more conventionally styled SUVs.

One optional feature that stands out is the two-tone bonnet, a distinctive offering in this segment. While it adds visual flair, it may not appeal universally, especially to those who prefer a more understated appearance. Similarly, the fastback rear end gives the No8 a dynamic stance, but it might divide opinions due to its potential impact on ease of use and loading.

Interior: Innovative, but with Caveats

Inside, the No8 emphasises luxury with premium materials such as leather, Alcantara, and aluminium. The ambient lighting and a 16-inch infotainment display offer a high-tech feel. Practical touches, like a dual-tier centre console and the ‘neck scarf’ heating system, show thoughtful attention to detail.

Yet, not everything lives up to premium expectations. Some components, such as the under-armrest storage lid, have been criticised for their lack of sturdiness. The steering wheel’s unusual shape may also divide opinion, offering versatility but departing from more traditional ergonomics.

Performance and Efficiency: Class-Leading Range

The DS No8 is offered with three powertrain options, including a range-topping AWD model boasting 345bhp and a 5.4-second 0-62mph time. On paper, the No8 excels in range, with its FWD High Range variant claiming 466 miles on the WLTP cycle, outpacing rivals like the Tesla Model Y and BMW i4.

Charging is efficient, with a 20-80% charge achievable in 27 minutes on a 200kW charger. However, the flatter charging curve prioritises consistency over speed, which may not appeal to those who value ultra-fast top-ups.

Practicality: Space with Some Compromises

While the No8 offers generous boot space of 620 litres, passenger comfort is mixed. Front-seat adjustments are flexible, and features like heated and ventilated rear seats add luxury. However, rear legroom is only moderate, and the sloping roofline may restrict headroom for taller passengers. The mid-size SUV’s practicality is adequate but may fall short for families prioritising interior space.

A Tough Market to Crack

With a price range of £45,000 to £72,000, the DS No8 competes directly with heavyweights like the Audi Q6 e-tron and Polestar 4. While it excels in areas like range and design innovation, DS’s struggle to establish its brand identity in the premium market is an ongoing challenge. Buyers familiar with German and American competitors may remain sceptical.