Madrid delivered the drama
The Madrid E-Prix was one of those events that makes people show up and cheer. The race was decided in the last corner of the last lap, the Jarama RACE circuit was full, and Spain sent official representation, including King Felipe VI. I saw the energy in the stands: loud, close and relentless.
DS says goodbye to the electric circuit, hello to the sea
DS Automobiles, the French luxury brand owned by Stellantis, confirmed it will leave Formula E after 11 years. But this is not a retirement. DS will switch to SailGP, the high-speed sailing series often described as the Formula 1 of the sea.
Why the move makes sense for DS
DS leaves Formula E after a very successful run: more than 140 races, 55 podiums, 18 wins and four championship crowns. That on-track success helped the brand show its technology and premium positioning to a wider audience.
Xavier Peugeot, DS Automobiles' CEO, summed it up plainly: "After 11 years this is the last race for us in Formula E and we will start in SailGP. These are competitions and they have very important similarities in image, technology and a premium product in the market." The switch is framed as a continuation of the brand's high-performance story rather than a retreat.
From regenerative braking to sails
The lessons from electric racing are already visible in DS street cars. Peugeot pointed to advances such as regenerative braking, software and energy management being integrated into models like the DS7 and DS8. Those are direct examples of racing technology making it to everyday vehicles.
Joining SailGP adds a different kind of learning. The team expects to gain fresh aerodynamic insights from sailing and to push its engineers into new territory. Peugeot explained the move as an opportunity to stimulate innovation and explore new ways to tell the brand's story.
What the marketing team says
Bastien Schupp, DS' marketing director, noted the value of Formula E: it gave the brand visibility and credibility, even helping it come out on top against established German rivals. Now DS wants to renew how it connects with audiences while keeping the same technological and premium focus.
New chapter, similar goals
Leaving Formula E is a big change on paper, but DS frames it as a logical next step: keep the technology focus, keep the premium image, and find fresh challenges for the team and the engineers. The brand closes one successful chapter on the racetrack and opens another on the water.
