When DS Automobiles was launched in 2014, the intention was to create a French or, more specifically, Parisienne automotive brand that could compete in the luxury sector. Trouble was, the likes of BMW, Audi, Mercedes and Jaguar were already positioned in that space and weren't exactly holding the door open for new entrants. As a consequence, DS has had to work hard on the details that make the DS 7 Crossback feel special - not all of them are entirely original but most of them are unusual to find on a sub-£40k car. For instance, we get an analogue clock on the dash, but it's not just any old clock - it's provided by French company BRM Chronographs (1). To put a BRM on your wrist will set you back around £4,000, so this neat piece of co-branding is very much in the intended French luxury vein. The clock folds back into the dash when you turn the power off, which adds bit of theatre, as do the dancing headlight bulbs (2) that swivel and create a spectacular display when you unlock the car at night.
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