Business

DS Automobiles brings Parisian chic to north west

A new DS Store is opening in Eglinton later this month
A new DS Store is opening in Eglinton later this month A new DS Store is opening in Eglinton later this month

PARISIAN motoring chic is coming to Northern Ireland for the first time with the opening later this month of a new 3300 sq ft DS Store, located within the dealership of JC Halliday & Sons outside Derry.

The DS marque was introduced by Citroën as a premium sub-brand added to certain models, with DS being an abbreviation of 'Different Spirit' or 'Distinctive Series', and running in parallel to its mainstream cars.

The new DS Store at Courtauld Way in Eglinton (www.DSstoreNI.com) is a completely new build, conceived from the ground up to represent the expanding premium French car brand DS Automobiles such as the DS 7 Crossback all-new SUV.

Embracing the latest technology, it will provide new and used car buyers with a special environment to explore, experience, specify and purchase their next DS car.

Andrew Miller, dealer principal of JC Halliday & Sons, said: “The opening of DS Store Eglinton is a great moment for us. We share the vision with DS Automobiles in the growing demand in premium and stylishly-distinctive new cars that reflect strongly on their owners’ status and vehicle aspirations.

"A DS Store has a very different feel to a traditional car showroom with a premium space for displays and attention-to-detail features that gives customers a feeling of well-being in stylish surroundings.

“Opening on Thursday April 19, this will be the only DS outlet in Northern Ireland, and it will allow customers to be on a progressive and immersive journey that makes specifying a new car to be a wholly delightful experience.

"This can start with a high-definition, life-sized 3D DS virtual reality experience through to the arrival of their bespoke-specified new DS car. This environment raises the bar of customer experience to a new level."

The DS Store concept is a retail outlet different from a normal car showroom. Offering an entire brand experience, it’s designed as a luxury boutique dedicated to the DS brand.

The unique Parisian chic atmosphere is reflected in every design detail: from the colour scheme, the DS designed furniture, lighting effect, to the DS scented rooms and chosen music, everything is in harmony to create a unique environment.