THE second generation of cars from DS Automobiles coming through over the next four years will all have the option of electrification, either with a hybrid version or full EV in the case of the DS3.”

The electrified cars come under the banner of E-TENSE, DS Automobiles’ global vision which starts this year with the launch of the fully electric DS3 Crossback with a range of more than 200 miles while the DS7 Crossback E-TENSE is a plug-in hybrid with a zero emission range of 31 miles.

Alain Descat, Managing Director of DS Automobiles UK, said it was important to place the emphasis on building brand awareness and the customer experience.

He said: “This is why we have separated the DS brand out from Peugeot and Citroen, it may share the same site but there are separate DS showrooms.

“In terms of the customer experience we offer exclusive services via the MyDS app which offers such services as assistance in the event of a breakdown or accident, a valet service to collect and return the car for service.

“DS Rent means that you can reserve another DS model for a short period and our Privilege Club gains access to events and various partners.”

He was speaking at the UK launch of the new DS3 Crossback, the first model to be launched on the all-new Common Modular Platform (CMP) which can accommodate all powertains, petrol, diesel, hybrid and full electric.

The DS3 Crossback SUV comes in with a range of driver aids and luxury interior fittings. The range starts at £21,550 for the Elegance trim, topping out at £32,450 for the Ultra Prestige trim Puretech 155 automatic.

Biggest seller is expected to be the Performance Line petrol Puretech 130 automatic at £25,950. Prestige completes the four-trim line up.

The electric E-Tense version will range from £33,850 to £38,850 depending on trim level.