Analysis: DS reveals its plan for UK growth

“If you really want to understand a brand, the physical showroom experience is very important,” he said. “People want to feel it. Our virtual showroom can bring a product to life compared with a video, but many people still value that personal interaction.

“It goes beyond bricks and mortar: it’s into the relationship. It’s important for all brands. It will be interesting to see how long services like click and collect can last.”

DS currently operates two different showroom formats: salons, which are DS sections within larger dealerships, and stand-alone stores. Tilstone said the brand is “seeing the best results in places where we have stores” and that the comparatively slow roll-out of these in the UK has been a key reason why the brand’s growth here has been slower than in other European countries.

DS has its UK flagship dealership in Chiswick, West London, and another major site in Leicester. Its key future target locations include Leeds, Liverpool and Aberdeen.

“Customers react superbly to the dedicated experience of walking into an independent showroom with our boutique feel,” said Tilstone. “They’re not big gin palaces; that’s not what we’re about. But how they encapsulate the brand resonates with our customers, and we need to bring that to every physical point of sale we have.”

As part of its intention to offer an experience similar to other luxury products, DS has introduced a concierge role at its dealerships. These employees will become a customer’s sole point of contact throughout the car buying and ownership process.

“People want that comfort, security and relationship, so a DS concierge has real value,” explained Tilstone.

No race for market share

Tilstone said that the intention has always been to gradually build public awareness of DS and to “launch the brand using the product”, adding: “Without the product to show what we mean by Parisian luxury and savoir faire, those words are just meaningless.”