Mon, 23/04/2018 - 08:00
  • Stylish new DS Store Eglinton opens and is the premium outlet for the brand in Northern Ireland
  • Open in April, DS clientele are welcomed to the new sumptuous environment to select their new or used DS car in luxurious comfort
  • DS Expert Advisors are on hand, trained in Paris and ready to provide premium car expertise
  • DS 7 CROSSBACK, the all-new SUV from DS, is the first of a new-generation of DS cars and is exclusively available at dedicated DS outlets

The new DS Store Eglinton brings a taste of Paris to Northern Ireland, officially opening its doors to customers. Located on Courtauld Way, Eglinton, near Londonderry (BT47 3DN) it is a completely new build, conceived from the ground up to represent the expanding premium French car brand DS Automobiles. Embracing the very latest technology, DS Store Eglinton 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 J.C Halliday & Sons Eglinton, commented: “The opening of DS Store Eglinton is a great moment for all at J.C Halliday & Sons. 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.


“DS Store Eglinton, the only DS outlet in Northern Ireland, permits 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. We welcome everyone to come and see it for themselves, and to enjoy refreshments and one-to-one service from our DS Expert Advisors.”



DS Store Eglinton incorporates a number of features designed to enhance the customer’s experience:

  1. 3,300 ft2 (306m2) showroom can accommodate the display of five DS cars
  2. 3D DS Virtual Vision area – for a life-size configuration of a customer specified DS car of their choice
  3. Lounge area – with Nespresso coffee machine and comfortable bespoke seating
  4. Air conditioned surroundings, lightly scented with an exclusive DS ambience-scent via a special diffuser
  5. Digital configurator and crafted items display, including vehicle options available


As well as displaying a compilation of beautifully crafted items, DS accessories (silk ties, cravats, cuff links, model cars and leather bags) are also available and the DS Store brings together an exclusive array of physical and virtual assets. The DS architecture offers a strong timeless signature and the signage is perfectly integrated into the building, inspired by hotel and luxury brand design codes. The result enables each customer to try out before they buy in a stylish and chic environment that is a warm and welcoming atmosphere.


The DS Store concept is a retail outlet very different from a normal car showroom. Offering an entire brand experience, it’s designed as a luxury boutique dedicated to the DS brand facilitating advice, sales and services that are the signature of big brands. The unique Parisian chic atmosphere is reflected in every design detail: tri-colour scheme of warm black, Carmine Red and Champagne; the specially designed DS furniture, lighting effect, DS scented rooms and chosen music; everything is in harmony to create a unique atmosphere, characteristic of luxury brands and as the only automobile brand born in Paris, DS personifies the excellence and know-how of the best artisans of the French luxury industry.


Alain Descat, Managing Director at DS Automobiles in the UK commented, says: “2018 represents an important period for the emerging DS brand. We have started a new-generation of new models, the first of which is DS 7 CROSSBACK, the SUV by DS. In parallel we are introducing an expansive range of services to ensure each person has a unique customer experience, under the guise of ‘Only You, the DS Experience’, to ensure all services are extended to our customers and we also have a growing network of dedicated DS Stores and DS Salons, primary among which is DS Store Eglinton.


“We’ve used intuitive technology like DS Virtual Vision to be at the forefront of new ways for our customers to specify, experience and buy a new car in order to make their lives easier and better informed. DS Store Eglinton has been finished with great attention-to-detail. The result has the French savoir-faire we’re renowned for and most importantly, we’ve created an appealing environment for our customers to immerse themselves with the DS brand.”


Contact details for DS Store Eglinton are available at: or by calling 02871 811470.


About DS Automobiles

A French brand born in Paris, DS was officially founded on 1 June 2014. Its ambition is to revive the tradition of premium vehicles in the French automotive industry. Inspired by the very best of French know-how, DS perpetuates the values of innovation and distinction inherited from the first DS, launched in 1955.

Designed for customers looking for a means to express themselves as individuals, the DS Collection comprises DS 3, DS 3 CABRIO, DS 4, DS 4 CROSSBACK, DS 5 and soon the all-new DS 7 CROSSBACK. The models in the DS range stand apart through their avant-garde design, refinement and attention to detail, advanced technology and dynamic serenity. Presented at the 2017 Geneva Motor Show, DS 7 CROSSBACK, the SUV by DS featuring Parisian-style innovation and savoir-faire, ushers in the second generation of DS models. With the DS 7 CROSSBACK La Première limited edition model, forward thinkers can reserve their car online or at a DS Store or DS Salon, and be the first to get behind the wheel. Committed to high-performance hybrid and electric cars, the Brand will launch the DS 7 CROSSBACK equipped with E-Tense, the hybrid powertrain by DS, in 2019.

Available from DS Stores, DS Salons and a selection of other dedicated zones within the Dealership network, DS also has flagship stores – DS WORLD PARIS and a DS URBAN STORE in the UK, located in the Westfield London shopping centre in White City.

DS also supports year-round artistic and cultural activities on the themes of fashion, design, art and gastronomy, respecting and inspired by the values of the DS line.

In the UK DS Automobiles is a sponsor of Sky Arts and with gastronomy has Pascal Aussignac as its UK DS brand Ambassador linked to participation and sponsorship at Events-in-the-Sky (being held soon in London, Newcastle, Bristol and Southampton).

Follow all DS news on @DS_Official


For more information on DS Automobiles, visit the DS Website



KEVIN JONES – Head of Communications

02476 884215 / 07880 786596 /


ANDREW DIDLICK – Director, Communications, Events & Sponsorships

07836 362859 /


CRAIG MORROW – Press Fleet Officer

02476 884261 / 07747 764745 /


For more information about DS Automobiles, please visit