Marques Brownlee, a tech YouTuber who's now also talking about cars precisely because cars are all tech these days, said that the shift to EV gave a lot brands the chance to reinvent themselves and rebrand.

DS is one of those brands.

DS used to be a Citroën model, a million years ago, and it was then brought back as a totally different vehicle, the DS3, about 15 years ago or so.

It worked, so Citroën decided to turn DS into a standalone brand.

Now, DS said it wants to rival Rolls-Royce and Bentley.

That's ambitious.

Their new car, the Number 8, is massive, and it looks luxurious enough, but it 'only' costs around $50,000-$60,000.

It's a catch 22, isn't it?

You're DS, you want to rival Rolls-Royce, so you have to make cars that cost in the vein of a Rolls-Royce, but you can't do it, because, well, you're DS.

It's an interesting strategy, though.

We'll see whether it works or not.