The new DS 7 will be the protagonist of a maxi billboard covering 300 square meters in Piazzale Cantore in Milan, an area of enormous visibility to which entrusted the mission of relaunching the avant-garde message and French savoir-faire of the new plug-in hybrid model.
A tribute to the Italian touch that DS has always had, thanks to Flaminio Bertoni and Walter Becchia, who designed the layout and engine of the DS 19, but also to the fact that the revolutionary "Nautilus," as Roland Barthes called it, was launched by Gina Lollobrigida, the legendary diva who recently passed away. Indeed, on October 5, 1955, the "Goddess of Cars" appeared for the first time on the cover of the French magazine Paris Match, accompanied by the lovely actress's visage.
As a result, the idea of using a maxi billboard in the heart of Milan to talk about the new DS 7 4x4 360 plug-in hybrid, a model that perfectly embodies DS Automobiles' technological innovation and remains the brand's icon, to which a lineup of models has been added that embraces all of the Premium Customer's needs, was born. The ambitious DS 7 plug-in hybrid SUV combines technical skill and elegance, pitching itself as the highest manifestation of the French art of traveling made of refinement and noble materials on board, always with an eye to the environment. DS Automobiles, like the most prestigious Parisian fashion firms, pays close attention to the selection and handling of materials in order to create settings that make each journey unique.
"This maxi-OOH advertising campaign completes a television and digital campaign that is currently airing to communicate the new DS 7 in the Plug-in Hybrid 4x4 version with 360 hp, which fully embodies DS Automobiles' technological avant-garde in the world of low-emission vehicles," explains Alessandra Mariani, DS Marketing Director. Profiled and premium audience, but also broader ways to boost DS visibility and awareness in Italy".
The new DS 7 is offered in five trim levels - Bastille Business, Rivoli, and Opéra on one side, Performance Line and Performance Line Plus on the other - and various engines, including internal combustion and electrified engines, as well as three plug-in hybrid versions. E-TENSE technology powers the majority of the new DS 7 range, with 225, 300, and 360 hp versions, the latter with all-wheel drive.
The Grand Touring spirit is complemented by DS PERFORMANCE-specific enhancements in its 360 hp version. The chassis has been lowered by 15mm, the track has been widened, and the front brakes have been increased to 380mm in diameter with DS PERFORMANCE four-piston calipers.
"The new DS 7 plug-in hybrid - concludes Mariani - remains the brand's iconic model, launched in its first version in 2018 and now with renewed stylistic canons to best represent French savoir-faire and refinement down to the smallest detail," he says.
The poster's subject, the new DS 7 E-TENSE 4x4 360, stands out for its performance at the top of the category, with a 200 hp petrol engine and two electric motors with 110 and 113 hp (all-wheel drive) while maintaining a weight of 1,885 kg for a benchmark power-to-weight ratio in the plug-in hybrid segment.
The electric motors, combined with a 14.2kWh battery, offer zero-emissions acceleration or four-wheel drive driving for up to 62km (WLTP EAER City) and 57km (WLTP AER Combined), with the potential to drive in 100% electric mode up to 140 km/h.
The new DS 7 E-TENSE 4x4 360 emits only 40 g/km of CO2 and consumes 1.8 liters of petrol every 100 km. The new DS 7 E-TENSE 4x4 360, equipped with Michelin Pilot Sport 4S 245/35 R21 tires, accelerates from 0 to 100 km/h in 5.6 seconds and covers 1,000 meters in 25.4 seconds.