“The interior is all about first-class comfort,” design director Thierry Métroz told Auto Express. “We would like to be the market reference for serenity, the human-machine interface and pleasure to drive.” So the No7 gets a camera that scans the road ahead to prime the adaptive suspension to cosset occupants, the seats can feature neck warmers and a double-glazed glasshouse boosts refinement.  

And the striking exterior design should help boost DS’s awareness, unlike the original 7’s timid, faux-Audi design. “It was the first DS and if we launched with something too advanced or completely crazy, customers wouldn’t [have] followed us,” explained Metroz. “We needed to be a little bit conservative for the exterior, and much more innovative for the interior. But some aspects were futuristic, such as the headlamps’ rotating LED modules.”

This theme continues with the No7’s V-shaped Daytime Running Lights, a signature mirrored at the rear, and the illuminated grille on electric versions. This isn’t available on the hybrid, which needs to ventilate the engine. Maximum wheel diameter is 21 inches.

DS’s Audi Q4 e-tron rival goes on sale in the autumn, priced from an estimated £40,000 for the hybrid. “With the No8, [facelifted] No4 and new No7, we will boost awareness,” continued Amar. “And the No7 is important: the DS7 was the first car of the DS brand and it’s our best-seller.” 

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