The sixth and final episode of “The Art of DS” sheds light on the future of automotive excellence.
What is automotive luxury today? And what will it be in ten years? Driven by a tradition of innovation dating back to the 1950s, DS prime contractors are now refining the aesthetic excellence that will dress the automobile of the future. And the future will be a unique and authentic experience.
Director of style for the brand, Thierry Metroz explains the transformations in the tastes of DS customers, always attentive to excellence, but whose tastes evolve with changes in society: “they are looking for a certain form of elitism, in materials natural, short cycles… All of this leads to very different values, marked by many more serenity, simplicity, zenitude », Considers the designer, attentive observer of the trends.
But this research cannot do without most advanced electronic equipment : “Obviously you have to have this technological demonstration, this human-machine interface which must be completely intuitive” explains Marion David, product director of DS Automobiles.
An approach that is embodied in particular in the Aero Sport Lounge concept, presented in 2020 by DS Automobiles : traditional screens and buttons are replaced by a membrane reacting to the driver’s actions. This haptic command – associating ultrasound and knowledge of the human being – could be the next frontier crossed by the automobile.
VIDEO – Watch The Art of DS Episode 6 above.