Uncategorized
FIRST CLASS TRAVEL,
AT THE HEART OF N°7 DESIGN
N° 7, the new SUV Premium from DS Automobiles was unveiled on March 17, 2026. The design of its silhouette is driven by efficiency and technology. Its seamless design cabin invites to serenity, for travel in a First Class comfort. Its original decorations and materials embody to the know-how of the Brand, inspired by artistic craftsmanship.
Go behind the scenes of the design of N°7, created by the teams of the DS DESIGN STUDIO in Vélizy.
DS N°7 DESIGN GENESIS
A contemporary SUV
The designers imagined a sophisticated and elegant design for N°7. It stands out from the classic SUVs, very codified, through its dynamic silhouette and its level of refinement.
The efficient design of N°7 allows it to meet the challenge of electrification and anchors it in its time. Its range in 100% electric version reaches up to 740 kilometers.
The studio’s teams were keen to succeed in designing the succession of DS 7. This best-seller launched in 2018 was the first model born 100% DS. Hence, they imagined a new silhouette in the C-SUV Premium segment.
“The choice of an long and inclined roof is the most efficient formula on a volumetric silhouette. This design guides the air flows towards the rear as far as possible and offers three advantages: the line is elegant and dynamic, the passengers in the back have more space, and the real and perceived volume of the trunk is improved.”
Thierry METROZ - Design Director DS Automobiles
Proportions inspired by the DS AERO SPORT LOUNGE Concept
DS AERO SPORT LOUNGE Concept, revealed in 2020, inspired the shape of DS N°7, with its high and slender profile.
An elegant and dynamic rear synthesis
Design competitions resulted in numerous sketches (style drawings) for several months to achieve the ideal proportions.
“A plunging movement signs the design of the rear part of No. 7. The visual effect is dynamic and propulsive: N°7 seems to push on its rear wheels, as if ready to leap. The waist band and taillights are connected in a single line, which adds elegance to the silhouette. The secret lies in the design of the rear wing, painted glossy black on its upper part.”
Frédéric SOUBIROU - Head of Exterior Design - DS Automobiles
“The N°7 wheels placed at the four corners and the reduced overhangs at the front and rear, accentuate the perception of compactness and agility. This design also adds modernity to N°7.”
Frédéric SOUBIROU - Head of Exterior Design - DS Automobiles
The wings of N°7 are marked and delimited by horizontal and vertical lights. This design accentuates its visual width: N°7 appears lower on the road.
A distinctive and sculpted profile
The sides of N°7 adopt fluid and sensual surfaces, like a sculpture. This purity of lines is highlighted by the flush door handles at the front and the concealed door handles at the rear.
“To improve the aerodynamics of N°7, we drew inspiration from yatching to design the front. The wings cut off the airflow and their curvature guides it along the body, like the bow of a boat. The rear wings are designed like airplane fins, to limit turbulence. These optimizations have allowed up to 50 kilometers of range to be gained.”
Thierry METROZ - Design Director DS Automobiles
Surfaces serving aerodynamics
To reach the Cx of 0.26 on N°7, one of the best in the segment, designers validated each technical element through wind tunnel tests.
The pilot flaps of the air inlets, located at the bottom of the closed grille, the extended rear spoiler and the aerodynamic rims contribute to the efficiency of N°7.
A technological and emblematic light signature
The design of the DS LIGHT BLADE vertical daytime running lights that mark the edges of the front and rear wings, contributes to the aerodynamic performance of N°7.
This vertical light signature allows identifying N°7 at several hundred meters. It signs its filiation with DS N°8, flagship of the Brand, and with the DS AERO SPORT LOUNGE concept.
The fineness of the V-shape vertical lights at the front, combined with the DS LUMINASCREEN luminous grille showcase the technology of N°7 and symbolize the transition to electrification. N°7 has 100% electric engines as well as a hybrid engine.
On N°7, light replaces chrome. The graphic design of the grille’s luminous lines combined with the fineness of the DRLs reinforces the identity of the front panel, particularly at night.
A distinctive extended duotone personalization
On N°7, the treatment of the extended duotone roof, which extends over the hood, is a nod to the know-how of the great French coachbuilders of the 1930s. Already seen on N°8 and on the DS AERO SPORT LOUNGE concept, this typing displays his own identity on N°7. This customization offers more distinctiveness for customers who wish it.
The design of the two tone that marks the top of the hood, and the modeling of its surface were developed simultaneously. The visual effect is a more compact hood and a more statutory front. Echoing this typing, the grille of N°7 is visually enlarged by a black lacquered treatment that connects it to the vertical DRLs.
Behind the scenes of the physical modelling
Modelling models in (synthetic) Clay is an essential step in the development of all DS Automobiles projects. This step guarantees the perfection of lines and surfaces.
The physical modelers, true sculptors, give life to two-dimensional style drawings.
“On N°7, our biggest challenge was finding the right balance on the rear part. Designers push us to prioritize style over technical content, to encourage engineering to find the best solutions.”
Laurent NEU - Modeler DS Automobiles
Design reviews of the models are organized behind closed doors, outside. These sessions allow designers to judge the future model with more hindsight, to compare the different proposals in competition and/or with competitors' vehicles.
“Clays often allow us to test two different sides. With the sessions outside, the reflections of natural light play on the surfaces, and allow us to rework them.”
Sacha MILINKOVIC - Head of modelling DS Automobiles
A CABIN SHOWCASING SEAMLESS AND SHARP DESIGN
“Beyond driving sensations, the notion of visual comfort is essential. The design of the cabin in N°7 is composed of a subtle alchemy between simple lines, pure surfaces, a perfect integration of the different components such as the aerators or the central screen 16’’ and of course some strong features like our X-shaped steering wheel. The whole contributes to well-being on board.”
Thierry METROZ - Design Director DS Automobiles
“The wing shape of the dashboard of N°7 envelops the occupants up to the doors. It illustrates the seamless design. It is decorative, like a piece of craftsmanship, and symbolizes the meeting of know-how (high craft) and technology (high tech).”
Thomas BOUVERET - Head of Interior Design DS Automobiles
A precise integration of technical elements
On board N°7, each technical part is integrated into the design of the dashboard and contributes to the refinement of the cabin.
“The door panels of N°7 integrate several essential functions into a single space. The grille of the speakers blends into the decorations, which hide the handles and include a vertical LED strip.” Guillaume GODART - Interior Designer DS Automobiles
The side vents are placed at the ends of the dashboard to optimize their thermal performance. Their integration at the door junction reinforces the perceived quality of the fittings. Their Light Gold guilloché decorations contribute to the refinement and identity of the cabin.
The central aerators, long and thin, are set at the bottom of the dashboard. The Light Gold guilloché decoration on the fins visually refines their surface.
The design of the 16 '', ultra-thin and frameless central touchscreen, makes it appear as floating in the cabin of N°7. Its specific shape adapts to the geometry of the dashboard, without overflowing with other elements.
“The X-shape wheel is a nod to the first four-branch steering wheels in the automotive industry. These facilitate the maneuvers because the driver always has a point of contact in hand. The ergonomics of this steering wheel has been tested over several thousand kilometers.
Guillaume GODART - Interior Designer DS Automobiles
The X-shaped steering wheel of N°7 is a signature of DS Automobiles. Its shape was inaugurated on N°8, as on the DIVINE DS (2014) and DS AERO SPORT LOUNGE (2020) concept cars.
The front seats of N°7 have a sleek design. Their shape becomes refined up to the integrated headrests, which gives visibility to passengers seated in the rear. Their side reinforcements extend to the shoulders, like a scarf that envelops the occupants.
The front seats feature a neck warmer (optional), with an illuminated translucent DS logo, for closer body heating and more moderate energy use in the cabin.
The center console adopts a double bridge structure.
Its upper part is dedicated to essential controls, such as the gear selector, volume, access to driving aids, and the smartphone reception area, covered with Alcantara®. The buttons with a crystal look are inspired by the world of jewelry.
The lower part of the console has large, closed storage spaces for storing water bottles or cans.
“The animations synchronize with the eight ambient lighting colors. This creates an immersive atmosphere where every detail enhances refinement and customization on board. This visual experience is coherent and distinctive.”
Loïc BETHEGNIES - UI Designer
Graphic animations contribute to a magic effect
The graphics of the screens prioritize information. It optimizes readability and offer an intuitive and refined driving experience.
On the instrumentation cluster, essential safety information is highlighted with remarkable clarity. This keeps the driver focused on the road.
In the background, subtle 3D animations create a feeling of depth and modernity. Their patterns evoking diamond points are inspired by the "Clous de Paris guillochage". This signature ensures a perfect harmony between the interior design and the digital universe of the vehicle.
MATERIALS INSPIRED BY ART CRAFTSMANSHIP AND TECHNOLOGY
N°7 has six exterior shades, five interior harmonies and new decorations. These types meet the customization requests. In addition, the La Première collection presents an exclusive and refined harmony.
“On board N°7, we combine the best of Savoir-faire and technology. Some decorations are a nod to art craftsmanship, such as the screen-printing film inspired by straw marquetry, or the turned aluminum. We offer well-considered and valuing materials, both vegan and leather, to meet the expectations of our customers as much as possible.
Vincent LOBRY - Head of Color, Material and Finishes design - DS Automobiles
“Through the choice of a gray green body color, we wanted to express an Outdoor facet, specific to SUVs. This green recalls the solid aspect of the patinated bronze sculptures, which we worked with pearlescent particles to give it a silky, more sophisticated reflection. Hence the name Silky Green, chosen for the launch shade.” Vincent LOBRY - Head of Color, Material and Finishes design - DS AutomobilesTHE NEW EXTERIOR SHADE SILKY GREEN
The shade Silky Green features a pearlescence with subtle grey, bluish and anthracite reflections. This accentuates the changes of reflections on the surfaces and gives the body a silky and solid appearance.
“Real wood brings warmth and refinement aboard N°7. It was worked in fine plating as in marquetry and defibrated to meet the safety requirements. We have reinforced the reading of its veinings with very fine aluminum flakes, to give it depth and reveal its natural side.” Vincent LOBRY - Head of Color, Material and Finishes design - DS AutomobilesNEW DECORATIONS INSPIRED BY CRAFTSMANSHIP
A new decor in satin natural ash wood makes its appearance on N°7. Applied on large surfaces - dashboard and on the doors panels - it enhances the cockpit.
“The laser cutting of wood for the speaker grille is inspired by the technique used for the FOCAL® soundbar decorations from the DS X-E-TENSE concept revealed in 2018. We had made wooden lace from Sycomore waved in lutherie, with Anna le Corno, cabinetmaker at the FAROUCHE workshop (Paris). For the parts of N°7, we have reinforced the wood veneer with a thin sheet of aluminum. We then cut it with a laser in order to comply with the FOCAL Electra® acoustic performances and obtain this delicate lace as on the concept car.”
Vincent LOBRY - Head of Color, Material and Finishes design - DS Automobiles
A nod to straw marquetry, a film decoration is available from the first trim level. It is obtained from five different screen-printing frame passes, on both sides of the transparent sheet to obtain matt striped patterns, shiny or finely golden, which play with light.
A slight relief is perceptible like brushstrokes on a canvas. This decoration underlines DS Automobiles' commitment to know-how and refinement from the very first level of finish.
Harmonies at the service of customization
The Céleste Grey harmony of perforated Nappa leather is elegantly combined with wooden decorations. This harmony, acclaimed by DS 7 customers, distills clarity and a sensation of space on board.
1/ Perforated Basalt Black Nappa leather, combined with natural wood decorations, was chosen by the designers to offer a statuary and classic version.
2/ The Eternal Blue Alcantara® combined with the brushed aluminum decorations offers an alternative to leather for customers who are looking for refinement on board. It is the result of combining the bright and dynamic aspects of aluminum with the softness of Alcantara®.
3/ The DS canvas with pearl-grey reflections contrasts with the Eternal Blue. It is associated with the brushed aluminum decorations, which make the atmosphere clear and serene in the cabin. This refined harmony offers an alternative upholstery to leather as an option from the first trim level.
4/ The DS Black Basalt canvas combined with the straw-like marquetry film decor offers a new level of refinement from the first trim level.
The DS fundamentals
The "Watch strap" pattern is the signature of the perforated Nappa leather seats. This Savoir-faire developed by the DS Design Studio’s master saddlers is a hallmark of the DS models since the creation of the brand.
The "Pearl stitch point”, another distinctive creation of the master saddlers, are present on the dashboard and armrests.
The "Clous de Paris guillochage”, present on the steering wheel branches and the vents, is a reference to the world of watchmaking. Its Light Gold treatment contributes to the refinement of the interior.
On N°7, these fundamentals associated with upholstery and new decorations contribute to the art of travel.
N°7 LA PREMIERE COLLECTION
The “La Première collection” will have exclusive decorations and upholstery.
The turned aluminum decor is directly inspired by prestigious car brands of the 1920s and 1930s. Refined, it symbolizes French know-how. Its shade Light Gold brings a warm touch to the interior.
“For the La Première collection, we wanted the driver and passengers to enjoy an exceptional interior, just for them. The colour of the seats is a muted purple with a discreet and sophisticated appearance, once installed on board.“
Vincent LOBRY - Head of Coulour, Material and Finishes design - DS Automobiles.
Byzantine Black leather upholstery adorns the seats, dashboard and doors. This new shade with a dark purple look, combined with the "Pearl stitch point" and the turned aluminum decorations are a nod to decorative arts.
THE PRE-REVEAL OF N°7 ORCHESTRATED
AT THE HEART OF THE DS DESIGN STUDIO
A few weeks before the unveiling of No. 7, the DS Design studio opened its doors to nearly 250 international journalists and VIP guests. They discovered, under embargo, the secrets of its design, detailed by designers and product experts.
An experience with virtual reality headsets immersed them in battery manufacturing, wind tunnel or rolling tests,
as well as the specific features of the STLA M multi-energy platform of N°7.
A true showcase, the studio has showcased three versions of N°7 pre-series, each in its own alcove, including the exclusive La Première collection.
