In the automotive industry, “premium” is not a positioning. It is a promise. And in 2025, that promise is under pressure.
DS Automobiles, the French premium brand within Stellantis, has experienced a sharp reality check. Between January and August 2025, sales declined by roughly 22% year-on-year in key European markets. In a segment where brand equity determines pricing power, that number is more than cyclical fluctuation. It is a strategic signal.
The issue is not manufacturing capability. Nor is it engineering. Stellantis platforms are competitive, and DS vehicles meet technical standards expected in the premium category. The problem is narrative coherence.
For years, DS has leaned heavily on the language of French savoir-faire: guillochage details, pearl stitching, watchstrap leather seats, references to haute couture and Parisian refinement. These elements differentiate visually. They create texture. But texture is not identity.
Audi sells technological precision. BMW sells performance. Mercedes sells prestige and comfort. Each brand’s myth is clear, consistent, and globally understood. DS, by contrast, has struggled to move from decorative premium to emotional premium.
Consumers do not pay a premium for craftsmanship alone. They pay for belonging to a story.
The Platform Dilemma
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This article is part of the Strategic Marketing Insights & Analysis – Q1 2026 series.