• Despite the challenges of the pandemic, nearly a quarter (24.2%) of the UK public are still likely to make a premium purchase over the next year
  • 60% of respondents stated price point is the most important factor when making a high-end purchase
  • Parisian brands come out on top as a quarter of UK public associate premium goods with the French capital
  • One third of respondents believe Paris is the most stylish capital in the world*
  • Exclusive research by DS Automobiles, the luxury French manufacturer offering DS 7 CROSSBACK, the Premium SUV
  • To find out more about DS Automobiles, visit:

Despite the challenges of 2020 and the Covid-19 pandemic, new research by DS Automobiles has revealed almost a quarter of the UK public (24%) are still likely to make a premium purchase over the next twelve months. According to the poll, respondents plan to invest over £3,500 on average to procure items including jewellery, technology, designer clothing and holidays; while over a quarter of those surveyed (28.3%) are looking to purchase a new car.   


When making a premium purchase decision, 60% of respondents cited the price point as the most important factor, in addition to other aspects including the materials used (42%), the brand name (39%) and the reputation of the brand product or service (39%).


And it seems provenance is also important to us when purchasing luxury goods, Parisian brands topped the table in the survey of 2,000 people conducted by OnePoll; with a quarter of respondents associating the French capital with luxury goods. One third of the UK public also believe Paris is the most stylish capital in the world (33%)* beating the likes of Milan (23%), London (19%) and New York (9%).


When asked about making a premium car purchase specifically, nearly half of those surveyed stated high levels of interior technology and features as the main qualities they look for when making a decision, with standout design (35%) coming in second on the list. Other desirable qualities included high performance powertrains and the use of fine interior materials such as leather and crystal glass. DS Automobiles is leading the way when it comes to the very best in French know-how and avant-garde style through its DS 7 CROSSBACK, the Premium SUV.


As a celebration of Paris, the interior of DS 7 CROSSBACK is faithful to the DS philosophy of personalisation. With sculpted shapes and the intricate aesthetics of its alloy wheels to its elegantly contrasting lines and jewellery inspired DS ACTIVE LED VISION headlights, the model presents the very best in French savoir-faire.


Head of Product at DS Automobiles, Vince Clisham said: “It’s no surprise that Paris has been voted the most stylish capital by the UK public as it is well known for producing the very best in premium goods, be it cars, fashion, cosmetics or jewellery.

Every DS model we produce is built with French savoir-faire in mind, meaning that from the way the car is designed to how it performs is all with a premium look and feel in mind, to provide our customers with the ultimate driving experience.”



Cities ranked in order as most stylish by the UK public*

Name of City

Percentage (%)







New York














To find out more about DS Automobiles and the DS 7 CROSSBACK, visit:


*DS Automobiles surveyed over 2,000 members of the UK public aged 18+


Kristian Cholmondeley – 07831 315892 – – Head of Communications – DS Automobiles.

Jeremy Townsend – 07827 896480 – – UK Communications Director – Groupe PSA



Driven by the spirit of the avant-garde and backed by an exceptional heritage - that of the 1955 DS, the DS brand, launched in 2015, aims to embody French luxury savoir-faire in the automotive industry. DS Automobiles is Groupe PSA's Premium brand.

Designed for a customer base looking for personal expression and eager for new technologies, the second generation of DS models combines refinement and cutting-edge technology. With DS 7 CROSSBACK, DS 3 CROSSBACK and DS 9, the DS brand is launching a range of six vehicles worldwide, all offered in an electrified version under the E-TENSE label.

DS 3 CROSSBACK E-TENSE, 100% electric, DS 7 CROSSBACK E-TENSE 225 and DS 7 CROSSBACK E-TENSE 4x4, a plug-in hybrid with 300 horsepower and 4-wheel drive for only 30 grams of CO2 per km, benefit from DS savoir-faire acquired with the Formula E Drivers and Teams Championship titles in 2018/2019.

For its discerning customers, DS Automobiles has created "ONLY YOU, the DS Experience", its exclusive service programme for a unique brand experience.

With a presence in 39 countries, the DS brand has created and is developing an exclusive distribution network that includes 427 DS STORES and DS SALONS throughout the world.

Follow all the news from DS on    @DS_UK