JC Halliday & Sons has officially opened Northern Ireland’s first DS Automobiles dealership, bringing a “taste of Paris” to Eglinton with the new DS Store facility.

The County Antrim-based retail group welcomed recently-appointed DS Automobiles UK managing director, Alain Descat, to the official launch of the showroom on Courtauld Way, Eglinton, near Londonderry.

And the event fused Parisian and Northern Ireland culture with a visit from Jamie-Lee O'Donnell, one of the stars of Channel Four's hit comedy Derry Girls. 

A completely new build, the new DS Store includes: a 3,300 sq-ft showroom with space for five vehicles; a 3D DS Virtual Vision area with a life-size car configuration tool; and a DS ambience-scented lounge area.

Andrew Miller, dealer principal of J.C Halliday & Sons Eglinton, said: “The opening of DS Store Eglinton is a great moment for all at J.C Halliday & Sons.

“A DS Store has a very different feel to a traditional car showroom with a premium space for displays and attention-to-detail features that gives customers a feeling of well-being in stylish surroundings.”

“DS Store Eglinton, the only DS outlet in Northern Ireland, permits customers to be on a progressive and immersive journey that makes specifying a new car to be a wholly delightful experience.

“This can start with a high-definition, life-sized 3D DS Virtual Reality experience through to the arrival of their bespoke-specified new DS car.”

Also offer3ed for sales at the DS Store is a wide range of DS accessories, including silk ties, cravats, cuff links, model cars and leather bags.

A comment from DS Automotbiles said that its sale facilities aim to deliver “an entire brand experience”, adding: “It’s designed as a luxury boutique dedicated to the DS brand facilitating advice, sales and services that are the signature of big brands.”

“The unique Parisian chic atmosphere is reflected in every design detail”, adding: “Everything is in harmony to create a unique atmosphere, characteristic of luxury brands and as the only automobile brand born in Paris, DS personifies the excellence and know-how of the best artisans of the French luxury industry.”

Alain Descat, managing director at DS Automobiles in the UK, said: “2018 represents an important period for the emerging DS brand.

“We have started a new-generation of new models, the first of which is DS 7 Crossback, the SUV by DS.

“In parallel we are introducing an expansive range of services to ensure each person has a unique customer experience, under the guise of ‘Only You, the DS Experience’, to ensure all services are extended to our customers and we also have a growing network of dedicated DS Stores and DS Salons, primary among which is DS Store Eglinton.

“We’ve used intuitive technology like DS Virtual Vision to be at the forefront of new ways for our customers to specify, experience and buy a new car in order to make their lives easier and better informed.

“DS Store Eglinton has been finished with great attention-to-detail. The result has the French savoir-faire we’re renowned for and most importantly, we’ve created an appealing environment for our customers to immerse themselves with the DS brand.”