DS is poised to introduce two crucial new models in the UK – the N°3 supermini and N°7 crossover – as it begins a fightback after sales slumped to a record low.
The French premium brand sold just 112 cars in the UK during the first half of this year. That's an 88.19% decline from the 948 cars it registered here during the first six months of 2025.
The sharp fall was primarily due to the changeover in generations of the DS 7 SUV, which has long been its best-seller. Production of the left-field BMW X3 and Mercedes-Benz GLC rival wound down throughout the course of the year before finally concluding earlier this month. The 7 accounted for almost half of DS's sales in the UK last year, which totalled just over 1000 cars. This year, just two have been registered.
Although the changeover was long planned and the sales slump expected, the 7's replacement, the N°7, has an especially important role to play in sustaining DS's operations as the brand's other models sink down the sales charts.
The new N°8 flagship has been available in the UK since March but DS has registered just 70 examples – including demonstrators.
In addition, sales of the 3 crossover fell from just over 100 during the first half of 2025 to fewer than 20 in the same period this year.
The 4 accrued just under 500 registrations over the first six months of 2025 but it was replaced last September by the facelifted N°4, of which 43 examples have been registered since its launch.
DS parent company Stellantis doesn't disclose financial performance figures for each of its brands individually, so it's unclear what impact DS's low sales volumes have on its bottom line. DS has long contested that, despite being a niche player, it is a profitable contributor to the group.
Should DS fail to recover the momentum it had built with the 4 and 7 in terms of sales, it will face a significant challenge in ensuring its long-term viability.
DS declined to comment.
New arrivals will be vital
Speaking to Autocar last year, DS CEO Xavier Peugeot referred to 2024 and 2025 – which both brought sales declines for the brand in the UK – as "transition years".
He said the brand would be in a position to "recapitalise" following the launches of the N°8, N°4 and N°7 and that he felt "trust in the future for DS in the UK".
He added that DS should not be judged solely on its sales volumes, it being a profitable contributor to Stellantis on a global level.
However, the UK "needs to provide some volumes" to ensure the profitability of its dealer network, he said. "The coming launches will be key to ensuring the success of DS in the UK."
Stronger sales for the N°7 and N°4 will prove vital if the brand is to guarantee its future in the British market.
Notably, DS is undergoing a significant strategic pivot. Stellantis announced in May that DS will be moved back under the stewardship of Citroën, from which it was originally spun off to become a stand-alone marque.
