WILL this be a lucky 7 for DS?

One of the great motoring success stories of this decade has been the emergence of the DS brand.

It was simply a masterstroke from Citroen.

More eyebrows were raised than Roger Moore as James Bond when they launched the ‘premium sub brand’ of Citroen in 2009.

It seemed to be just another marketing gimmick.

DS7 Crossback

DS7 Crossback

But almost 600,000 DS models have been sold since the DS3 arrived and it’s going from strength to strength.

However, the French have failed for sometimes to crack the big premium car market dominated by the Germans.

Even harder still will be to win sales in the prestige SUVs which also sees the No1 name Range Rover.

So the DS 7 Crossback has got its work cut out.

This week DS have launched the ultimate DS7, La Premiere, with prices starting at £42,650.

It oozes French charm, you can almost smell the garlic and snails.

DS7 Crossback

DS7 Crossback

The equipment list is long, but highlights include two 12-inch infotainment displays lining the dashboard, unique ‘Art Rubis’ leather upholstery, LED headlights and taillights, a suite of driver aids including lane keep assist and traffic sign recognition plus unique La Premiere styling tweaks such as the 20-inch diamond cut alloy wheels.

But it’s the ambience, character and air of ooh la la that sets this SUV apart from the more ergonomic German rivals.

Under the bonnet there’s a choice of petrol or diesel. The latter has a rather tempting claimed 58mpg fuel economy, not bad at all for an SUV.

But for all its charm, when it arrives in showrooms next year, will it be a serious contender in the driveway kudos battle against the Audi Q5 and Range Rover Evoque?

I love this brand and this DS7 Crossback. I genuinely hope it’s a gamechanger for the French in the premium market.

Phil Lanning