Cookie Consent by Free Privacy Policy website DS Virgin Racing driver, Sam Bird, takes DS E-TENSE for a spin inside the Westfield London shopping centre
october 18, 2017 - DS Performance

DS Virgin Racing driver, Sam Bird, takes DS E-TENSE for a spin inside the Westfield London shopping centre

  • All-electric #dsetense #concept car makes #uk dynamic debut, with a nocturnal appearance
  • DS Virgin #racing driver #sambird drives the electric GT car around Westfield #london … and location of the flagship #ds Urban Store
  • DS E-TENSE is the first car to be driven throughout the malls of Westfield #london – with no one around
  • New #ds 7 CROSSBACK has a dynamic cameo role

In a special celebratory film, #ds has brought together four of its brightest brand assets – #dsetense, DS Urban Store Westfield #london, #dsvirginracing driver #sambird plus a special cameo role with the soon-to-be-launched DS 7 CROSSBACK – the #suv from #ds Automobiles.

DS Automobiles has teamed up with Westfield #london in Shepherd’s Bush - the location of its flagship #ds Urban Store – to take late night shopping to new levels by being granted special permission to drive the high-performance electric GT #concept car - #dsetense inside the premium facility. Westfield’s Brand Ventures team worked closely with #ds Automobiles on the activation, granting special permission for Bird to drive the high-performance electric GT #concept car #dsetense indoors after closing time.

Behind the wheel of the all-electric #ds #concept was #dsvirginracing Formula E driver, #sambird, who drove #dsetense around the inside of Westfield #london at night, and in doing so marked the car’s dynamic debut in the #uk, all recorded in a filming of his ‘lock-in’. The drive also marked the first time that a car had been driven throughout the malls of the prestigious retail destination, making it a real moment-in-time for #ds Automobiles with #dsetense. The silent-running, zero emissions, all-electric #concept car was the perfect vehicle for Sam, whose day-job is #racing the all-electric DSV race car, as he took #dsetense for a secret spin past high street to high-end shops and sales outlets inside Westfield #london.

Unveiled at the 2016 Geneva Motor Show, the head-turning #dsetense unifies state-of-the-art technology and avant-garde design with its flowing lines and unique styling, the #concept evokes a desire to be driven.

DS E-TENSE represents the pinnacle of #ds Automobiles know-how, the superior upholstery, exclusive metallic #green ametrine body colour, and LED Vision headlamps that are jewel-like in design all perfectly reflect the avant-garde spirit and connection to the world of fashion that is synonymous with the #ds brand. The daytime running lights accentuate the car’s expressive gaze, and inspired by the original, iconic #ds from 1955, the indicators at the rear are integrated into the roof. Finally, setting the trend for future #ds models, #ds E-TENSE’s tail lights, which are equipped with full LED technology. Measuring 4.72m it produces 516Nm of torque, 402hp and zero emissions. #dsetense delivers propulsion that is clean, silent, efficient and powerful.

Since 2015, #ds Automobiles has developed a strong relationship with Westfield #london. The luxury shopping centre, located in Shepherd’s Bush, homes over 300 retailers across fashion (High St to Luxury), leisure and entertainment, including more than 30 premium and luxury brands within The Village - an ever-evolving luxury space. It has become the perfect place destination for the very first #ds Urban Store, a new digitally-enabled #ds boutique #concept.

DS Urban Store invites visitors to explore the lifestyle of the Parisian-born brand at one of London’s premium shopping destinations. Its purpose is to promote the brand to potential #ds customers in a place where they regularly spend their leisure time. The avant-garde spirit of design, present in each #ds model, aligns itself with some of the world’s most luxurious names in fashion that are situated in Westfield.

Paul Buttigieg, Westfield’s Director of Operations, says: “We like to go the extra mile for our partners to help them create innovative content to drive awareness and sales. Giving a leading #racing driver the #green light to take a spin inside one of our centres was a real first but having built such a positive relationship with DS Automobiles over the past few years we wanted to help them create a standout moment to mark the #uk debut of the #dsetense.”

Sam Bird who has entered his third season with #dsvirginracing has secured five wins and nine podium positions, making him the third highest all-time Formula E points scorer, one of the few people to have driven the all-electric #dsetense in locations like Paris and Monaco and now for the first time in the #uk. Bird is a leading Formula E championship driver, having won the first-ever motor race in New York in July.

As well as the #dsetense, Bird also got behind the wheel of the soon-to-be-launched, well-equipped and sumptuous #ds 7 CROSSBACK, the #suv from #ds Automobiles. The #suv combines the latest technological innovations such as, #ds ACTIVE LED VISION, #ds ACTIVE SCAN SUSPENSION and #ds CONNECTED PILOT, with the brand’s Parisian know how introducing high levels of driving comfort and performance.