Although Tavares didn’t mentioned the E-Tense by name, an image of the 402bhp Geneva concept appeared within the presentation that accompanied his speech.
At the very least, this hints that the technology which underpins E-Tense will be used beneath an electric version of one of the five new models DS is planning to introduce during the next five years.
According to Tavares's presentation, DS’s key goals during the next phase of PSA’s development are to continue to build its brand and to improve ‘pricing power’ compared with premium rivals. A striking halo model such as E-Tense could be an effective way to achieve these targets, while at the same time highlighting the potential PSA’s electric powertrain technology.
“We recognise that there is an electrification under way and by 2019 we will bring the PSA technology in petrol plug-in hybrids and the second-generation electric powertrain technology,” said Tavares today, referring to the PSA Group's overall strategy for low-emissions vehicles.
“Before 2021 we will have seven vehicles with petrol plug-in hybrid technology, four new electric vehicles and an all-wheel-drive electric technology available in our top-of-the-range cars.”
Although a concept, the E-Tense was built to production car standards by DS so that it can be used as a technology demonstrator, and at the Geneva show company chiefs didn’t completely rule out making a road-going version.
Asked in Geneva if the concept would reach production, Tavares himself said: “In the next two years? No. It takes time to build a brand that has the pricing power to sell a big-ticket item like this. But I have learned in this business to never say never. I accept that we will need a halo car for the DS brand, but whether it will be this car, you must wait and see.”
DS is expected to begin launching an all-new six-model line-up in mid-2018, with a large saloon and SUV tipped as the flagship models. Tavares has told DS bosses to build brand awareness through initiatives such as Formula E racing and to avoid heavy discounting.
“If we sell at discounts, we will spoil the long-term story of being the only French premium brand,” he said. “We must build profitability, not scale.”
DS revealed the new carbonfibre-bodied electric supercar concept at the Geneva motor show.
The E-Tense has, in effect, been made to production standards and everything on the concept is entirely viable, from the all-electric drivetrain to the way that pedestrian impact standards have been considered in its design.