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DS and Euveka, the taste for innovation


On the occasion of the launch of the limited edition DS 3 Crossback Toits de Paris, Marion David, Product Director of DS Automobiles, and Audrey-Laure Bergenthal, CEO of the brand of connected mannequins Euveka, discuss the challenges associated with innovation and weave a link between technology and...

At DS Automobiles, technology is at the heart of the creation of cars.

The DS 3 Crossback E-Tense is a perfect example of this with its flush door handles and its LED system which allows you to drive with full headlights without dazzling anyone.

But this is not essential for the young brand, as Marion David, product director at DS Automobiles, reminds us:

"There is this technological aspect, of course, but what is most important for DS is is refinement, French know-how and comfort.


And to recall what the E-Tense technology imagined by the manufacturer is:

“E-Tense is the name we give to all our electrified vehicles, whether they are rechargeable hybrids or 100% electric.

We announced that from 2024, all the vehicles we launch will be 100% electric.

We have also just released a feature that allows our drivers to learn how to brake better, by regenerating the battery rather than dissipating the energy in nature.


For Audrey-Laure Bergenthal, head of Euveka – a company that designs connected mannequins for the textile industry – innovation involves a multitude of areas:

"What will take precedence for us is biomimicry, that is to say being as close as possible to the human body,

confides the general manager.

Also comes robustness and quality.

Finally, the recyclability of products is essential, as our goal is to help brands to be cleaner.


Take into account the emotional aspect

The environmental challenge is a major one at DS Automobiles too, in a polluting sector which must reinvent itself to think about the future:

“Driving electric is responsible, however there is still a lot of progress to be made,

explains Marion David.

We are going to tackle what is called “Life Cycle Assessment


”, in other words we are going to try to halve the global ecological footprint of the car by 2030.

The recyclability of cars is very important to us, especially for batteries.

This is a major challenge for the present and even more so for the future.


Beyond these perpetual technological challenges to meet customer expectations and anticipate tomorrow's needs, DS Automobiles and Euveka have in common that they take into account the emotional aspect when designing their products.

For Marion David, this is even the starting point of reflection:

“The car must first remain an object of sensory pleasure,

she assures.

We pay attention to the look, of course, but also to the touch, like the leather on the steering wheel.

Our customers buy a DS E-Tense because there is an ecological approach, but also for its level of driving comfort and its exceptional silence.


Audrey-Laure Bergenthal, for her part, designed her connected mannequin to be

“beautiful, quiet and pleasant to the touch.

We don't want to make a science fiction object, but a real product that responds in a sensitive way to needs”


A balance between technical creativity and sensoriality

For the future, both have broad ambitions, always with the desire to respond above all to the desires of consumers, and to attract new ones:

"We are of course seeking to retain our customers, to make them more and more satisfied with their product, but DS is a very young brand,

analyzes Marion David.

One of our challenges is to increase brand awareness, so that the younger generation know us.

At Euveka

, it's about going further in the process, as Audrey-Laure Bergenthal explains:

"There's the whole subject of data, to create a size recommendation system for the e-commerce, in order to produce the right quantities as accurately as possible and to

send the right product to the right customer.


If technology is the foundation of innovation within the industry, the main challenge is to find a balance between technical creativity and sensoriality, while remaining faithful to what makes the soul of the product:

"It 's

the heart of my work,

concludes Marion David.

Inventing tomorrow's products that will also be able to capitalize on the strengths that our customers love today, such as design, comfort, silence and of course electrical technology.

We will therefore continue to develop this in our projects.


DS Automobiles and Euveka thus have common issues, although on different themes.

These women, at the heart of an industrial universe, have the same desire to meet the needs of their customers, emphasizing refinement and modernity.

Full screen

Consumption of DS



1 “Life Cycle Assessment”.

Source: lefigaro

All business articles on 2022-05-16

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