FLEET & BUSINESS SOLUTIONS
DS majors on luxury & driver range, while Alfa brings the sporty excitement and passion
Electric models strengthen DS & Alfa Romeo user- chooser appeal
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With the fully-electric No8 offering a range of up to 466 miles and No7 - a new electric mid-size SUV - coming later this year, the brand’s product line-up is becoming exceptionally strong.
DS Automobiles UK Managing Director Jules Tilstone says: “We are about bringing the best of what the Parisian ateliers (work-shops) produce in terms of materials, craftsmanship and techniques, to offer something different to the UK audience that the existing premium brands don’t.
“DS offers the sort of serenity and comfort that drivers seek, and part of that, particularly on electric, is having that range capability. That means you don’t get in the car and stress about where you’re going to recharge.”
DS positions itself as distinctive and stylish, setting itself apart from conventional premium brands. Alongside design, technology is a core pillar, particularly through DS’s push into electrification. Long electric driving ranges and advanced features are not just technical achievements, but enablers of a more relaxed ownership experience.
A renewed focus on aftersales network expansion promises to make servicing and maintenance more convenient. Dedicated concierge roles in dealers ensure DS fleet drivers are looked after personally, providing a welcome experience along with courtesy cars and the availability of a workspace within the showroom.
DS is investing in awareness-building, tack-ling relatively low brand familiarity versus established premium names through targeted marketing, such as golf partnerships.
Tilstone adds: “Now it’s about making sure that the awareness is there of the No8 and also awareness of the brand, because we’ve still got a job to do with DS in terms of brand awareness and the fact that we are an independent brand with specific products.”
DS NO.8 - A GAME CHANGER The DS No8 is a pivotal model, acting as the brand’s new flagship and a clear statement of its electric-first strategy.
Positioned as a coupé-SUV, it combines distinctive design with a strong focus on comfort, technology and long-distance usability. With a headline electric range of up to 466 miles, it sits among the longest-range EVs in its class, helping to reduce range anxiety and making it particularly appealing for high-mileage drivers.
From a fleet perspective, the No8 is highly relevant. Its full-electric powertrain delivers zero tailpipe emissions and associated benefit-in-kind (BIK) tax advantages, making it financially attractive for company car drivers. At the same time, its long range and rapid charging capability support real-world usability for business users who cover significant distances.
The car also aligns with growing demand in the user-chooser market, where drivers prioritise comfort, refinement and design. The No8’s emphasis on a quiet, refined driving experience and a high-quality, spacious interior positions it as a credible alternative to established premium rivals.
Entry-level models have a 230PS motor and a 326-mile range, while the Long Range version has a 245PS output. There’s also a dual motor variant with 350PS that offers a range of 411 miles.
EMOTIONALLY-CHARGED ALFA ROMEO
Historically, Alfa Romeo’s fleet presence has been product-led, driven by specific models rather than broad policy coverage.
The brand is now aligning more closely with electrification and user-chooser expectations, particularly with the Tonale and Junior.
Alfa Romeo UK Managing Director Jules Tilstone says: “Junior was a real test of how us producing a fully electric car would be received. There were a lot of sceptics who thought we would lose the Alfa Romeo individuality by producing an electric car.
“That car has been really well received by customers and the press, which gives us a lot of hope for the future, because, of course, that’s the direction of travel that we’ll have as a brand.”
Alfa Romeo is a much-loved, emotionally-charged sports brand with a very distinct personality.
It operates in a highly competitive premium segment dominated by established marques. Electrification is seen as an opportunity, as fleets and drivers reconsider their options in a fast-changing powertrain landscape.
The brand’s fleet strategy focuses on reminding people what Alfa Romeo offers today and showcasing dynamic driving as the core differentiator versus other premium brands.
Tilstone explains: “Everyone knows Alfa Romeo, most people, I’d say 99% of them, love it. They just don’t necessarily know what we offer in terms of our product range.”
Alfa is investing in events and track experiences to let fleet decision-makers and end users experience the cars on a circuit, not just on the road.
The Tonale is being relaunched as a key fleet proposition, available with mild hybrid and plug-in hybrid powertrains. It is aimed at drivers who want electric capability for shorter trips, but don’t want full reliance on public charging.
Significant updates have been made to the driving dynamics, styling and interior layout, bringing it in line with the newer Junior’s design language.
JUNIOR EMBRACES THE BRAND SPIRIT
Marking Alfa Romeo’s return to the compact segment, the Junior blends Italian style, everyday practicality and unmistakable sportiness to offer a unique experience.
Compact in size yet bold in character, the Junior opens the Alfa Romeo experience to a new generation of drivers, while also appealing to the brand’s long-standing fans. It carries forward the spirit of the Giulietta and Mito, but with new power-trains to meet the needs of modern fleets.
True to Alfa’s 116-year heritage, the Junior emphasises sportiness, not only in performance but also in the engaging driving experience it delivers in everyday life. Its design combines sleek, captivating lines with classic Alfa Romeo styling cues.
Practicality is also a priority, with the Junior offering a generous 400-litre boot, ensuring it balances excitement with usability.
New electrified powertrain options under-line its modern sporting DNA. The Junior made its debut as the Elettrica, a fully electric model available with two configurations: a 156PS version offering up to 250 miles of range, and a high-performance Veloce variant producing 280PS with a range of 215 miles.
The hybrid (Ibrida) gives the Junior broader appeal and meets the needs of those who aren’t able to switch to electric yet. It is powered by a 136PS 48V hybrid engine.
Alfa Junior emphasises sporty performance and engaging driving
Other key fleet models
“Everyone knows Alfa Romeo and 99% of them love it”
Jules Tilstone, Alfa Romeo and DS Automobiles UK Managing Director
Citroën
Vauxhall
DS No7 E-Tense
Price: TBC Range: up to 460 miles
Alfa Romeo Tonale
Price: from £38,155 Combined mpg: 49.6
DS No8 is the new flagship model
Premium carmaker DS has a major opportunity to increase its fleet sales, especially in the user - chooser market where its new products seek to stand apart from more established premium brands.