At a time when DS Automobiles is beginning a new chapter in its story, with the launch of three models in 18 months, it has signed a new sporting partnership to support its development. It thus becomes Title Partner of the France SailGP team, a first for a car brand with this team.
A common French project
Since 2024, the France SailGP team has been developed by K-Challenge around a model designed to be part of the future. The arrival of DS Automobiles as title partner marks a pivotal step. It strengthens a collective of already-committed official partners – ALL Accor, the L'Oréal Group and Leyton – united around a common French ambition: to build a high-performance, credible and value-creating sports system.
By becoming Title Partner to the France SailGP team, DS Automobiles is joining forces with this French project that’s focused steadfastly on excellence, performance and efficiency. DS Automobiles SailGP Team France has become one of the leading protagonists of a new generation of high-level sport, where technology, emotion and environmental responsibility go hand in hand.
“I am delighted with this partnership between DS Automobiles and SailGP Team France, which share the same ambition: to bring French Excellence to the highest level through technology and innovation.” Xavier PEUGEOT, DS Automobiles CEO
“With DS Automobiles, we share the same culture of high standards, daring and detail. This title partnership strengthens a French project provided with its own pathway, designed to perform sustainably and carry a strong sporting ambition.” Stephan KANDLER, K-Challenge CEO
Electrification and responsible innovation for a common vision
SailGP is an open-air laboratory and a unique field of expression, where the precision of the human touch connects with the power of technology. In this world of extreme competition, data informs decisions and performance is played out at a very high intensity. This demanding arena resonates naturally with DS Automobiles.
A premium French brand, DS Automobiles has a vision of mobility, where design, technological innovation and comfort are inseparable. By becoming the Title Partner of the France SailGP team, the brand is confirming its commitment to projects that combine expertise, efficiency and international influence.
In the world of SailGP, the notion of impact occupies a central role. It is reflected in the teams’ ability to measure and reduce their environmental footprint, to integrate responsible practices and to place sustainable innovation at the heart of the competition, particularly through the Impact League, the CSR component of the championship. A real competition within a competition, the Impact League is a strategic challenge in its own right, which the France SailGP team naturally aims to win.
On the track or on the water for cleaner mobilityAs the first premium car brand to enter the ABB FIA Formula E World Championship in 2015 – just as it is today, by entering SailGP alongside the France team – DS Automobiles considers competition to be a real accelerator of technological innovation, in this case for its production models. The lessons learned on circuits around the world feed into the work of the teams dedicated to the development of the Brand’s vehicles, in a permanent process of knowledge transfer.
This avant-garde spirit finds a natural echo in the DNA of the Rolex SailGP championship, a true laboratory of innovation on a global scale. A philosophy that is shared by K-Challenge, which pursues an ambitious approach to decarbonisation of the maritime sector, supported by its LAB, where each innovation is thought of as a concrete contribution for the future.
On the water as well as on the road, DS Automobiles, K-Challenge and DS Automobiles SailGP Team France share the same desire to go further, with elegance, control and commitment.