Full of Gallic style, the new DS 7 demands attention, but can it compete in the crowded SUV market asks Geraldine Herbert What is it? In a market where safety and efficiency dictate car design and form as much as brand identity, it’s refreshing to know some are daring to be different. One of the most unique car-makers is DS.  It’s been almost 10 years since its first model appeared on our streets,  produced under French car-maker Citroen. In 2014 it was launched as a standalone brand and the range today includes the funky DS 3 and DS 4 hatch, and the quirky DS 5.  Now the French car-maker is introducing the distinctive DS 7, the first model designed from the ground up as a DS. The new crossover will be sold from designated DS dealerships, of which there is currently one – DS Airside in Swords, Dublin. Is it a looker? The DS 7 is certainly eye-catching. Outside, a diamond-effect grille, horizontal chrome DS Wings and LED rotating headlamps to create an elegant, sweeping line. What about the interior? Inside the DS 7 comes with a host of head-turning design features that aim to give it a fighting chance in this competitive market. It’s also a practical family car with plenty of storage space and cubby holes throughout and a boot space of 555 litres. Under the bonnet? Four engines are offered: 130hp and 180hp petrol engines and a 130hp and 180hp diesel. An 8-speed automatic gearbox is available from launch.  A Plug-in Hybrid petrol-Electric Vehicle (PHEV) ‘E- Tense 4X4’, which features a 1.6-litre turbocharged four-cylinder PureTech petrol engine, will arrive early in 2020. The claimed combined fuel consumption figure is around 2.2 litres per 100km (WLTP), while CO2 emissions are below 49g/km. And on the road? The DS 7 rides smoothly and is comfortable; it is not as engaging as you might hope, but as a family SUV it will happily do all you ask of it. Will it break the bank? A starting price of €36,000 compares well with rivals such as BMW X1 (€39,450), Audi Q3 (€38,600), Jaguar E-Pace (€38,495), Volvo XC40 (€36,850), Land Rover Evoque (€39,450) and the UX (€40,200), due next month from Lexus. There are four trim levels: ‘Elegance’, ‘Performance Line’, ‘Prestige’ and ‘Ultra Prestige’ to choose from. Why you will like it? If the devil is in the detail, then the DS 7 Crossback is a style statement that brings something new to the premium SUV sector and delivers on its ‘Different Spirit’ promise. But looks alone aren’t enough, so whether you’ll want one depends more on DS establishing itself as a premium car-maker – only time will tell if it has fully shaken off the Citroen badge. What it says about you?  You are a five-star fashionista 3 words to describe the DS 7; Sophisticated; Chic; Sumptuous For more information on the DS Brand check out the DS Ireland website, their facebook page  or follow the company on twitter here   Geraldine Herbert 20th February...