DS Automobiles and Robins & Day continue their DS UK expansion by opening the doors to the largest British showroom to date. The new DS STORE LEICESTER will hold 17 workshop bays, with the possibility of adding a further six bays during peak times, and a used cars site which will eventually house more than 150 models across Groupe PSA brands, with customers able to access thousands of vehicles through Robins & Day’s own stock system.

To mark the launch of the new dealership, DS STORE LEICESTER will host a fashion show in the Spring of 2021. The show is intended to highlight the close relationship between DS Automobiles and Haute Couture – “the ultimate embodiment of French luxury, where every fabric, metal or material entering the DS workshops meets the most exacting quality standards”. As the official partner to Paris Fashion Week, DS Automobiles recently unveiled an editorial fashion shoot showcasing the work of the emerging designers that the Federation of Haute Couture and Fashion promotes through their Sphere showroom.

Customers in Leicester will be able to explore the full DS Automobiles range, including the 100 per cent electric DS 3 CROSSBACK E-TENSE and the DS 7 CROSSBACK E-TENSE 4×4 Plug-In Hybrid. DS STORE LEICESTER will also host the upcoming DS 9, the new premium saloon model available with a range of plug-in powertrains.

For customers who have made the transition towards electrification, DS Leicester houses both fast and rapid charging stations, which are complimentary to use for both existing and potential customers.

Sarjit Rana, General Manager of DS STORE LEICESTER  said: “We look forward to sharing the exciting story behind DS’ conception with our local customers, and seeing the continued growth of DS. It is a great honour to be working so closely with the DS team as we see the opening of their biggest store so far. I have full confidence that through the new DS STORE LEICESTER we will see the ongoing progress of the DS brand and look forward to welcoming the first customers through the door.”

Buyers visiting the new dealership will also be greeted with the usual services available across all DS Stores. Whether that’s DS Just For You – the brand’s new personal shopping experience, or booking a slot with the DS Boutique showroom, an exclusive showroom where new customers can experience DS in comfort.

Alain Descat, Managing Director for DS Automobiles UK, said: “We have all been incredibly excited about the opening of the new DS STORE LEICESTER. A lot of hard work and preparation has gone into getting the site ready so that customers can enjoy the full DS experience at our largest dealership in the UK so far.

“At DS STORE LEICESTER our customers will have access to the full DS range, including the exciting E-TENSE range, and once available, the upcoming DS 9. I have full confidence that the Leicester team will deliver a service in line with DS’s premium standing in a safe and secure way.”