It’s been a busy couple of weeks at PSA – record profits, a potential takeover of GM’s European arm and now the introduction of the DS7 Crossback SUV ahead of its Geneva unveiling next week.

By the standards of mid-sized posh crossovers the Crossback a fine looking beast, and an obvious answer to the question of “how can we sell more cars in Europe?”

DS 7 Crossback set to rival Audi Q5

But it’s outside Europe that DS has to succeed if it’s going to be taken seriously as PSA’s third division. Premium carmakers can only focus on a relatively small part of any given market, and therefore have to cast their nets wider to achieve sales volumes. DS is already doing respectable business in China; indeed it already has a local SUV out there in the form of the DS6, built by the Changan Automobile joint venture. But if it wants to become a player in the top flight it is going to have to launch in North America, something the smart and sophisticated DS 7 seems ideally suited to helping it achieve.