DS Automobiles has appointed European commercial director Jules Tinstone as its new UK managing director.

Jules Tinstone, UK managing director at DS Automobiles

He succeeds Alain Descat, who has held the UK managing director position since 2018 and now becomes marketing director for France.

Tinstone enters the role with 20 years’ worth of experience within Groupe PSA. He started his career with the company as a commercial manager, developing his career in national fleet and then marketing before moving to DS Automobiles in 2014 to the position of international head of marketing, and onto European commercial director in 2017.

He joins as DS pushes ahead with plans for all new models to be available exclusively in plug-in hybrid or fully electric versions from 2025 onwards. This includes the imminent arrival of the DS 9 E-Tense plug-in hybrid premium saloon, which joins the DS 7 Crossback E-Tense plug-in hybrid and the fully electric DS 3 Crossback E-Tense SUV.

Recent developments also include the opening of two new DS Showrooms and the launch of the brand’s Virtual Showroom platform and online sales service.

Tinstone said: “It is a great privilege to take on the role of managing director for DS Automobiles in the UK. I have worked very closely with Alain over the past few years and appreciate all the hard work and effort he has put into developing the strength of the DS brand in the UK. I am thoroughly looking forward to building on this work.

“We have an exciting future ahead as a young and agile new premium brand with electrification at the heart of our strategy. In Europe this year, we are outselling Lexus and closing in on Jaguar. We have an enormous opportunity to deliver a razor-sharp customer focus as we look to establish a seamless digital presence, consolidating our DS Stores and Salons and are committed to providing the choice between a digital and a physical experience at each and every stage of the journey. The ultimate luxury for our clients is choice.”