Weeks after being caught sans camouflage, the DS7 Crossback has finally been officially unveiled. The SUV is the French luxury brand’s first proper stab at competing toe-to-toe with the likes of BMW, Mercedes-Benz and Audi, taking aim at the X3, GLC and Q5 respectively.

At first glance, the car looks to play in the same space as the China-only DS6, with broadly similar dimensions – 4.57 metres long, 1.89 metres wide and 1.62 metres high. However, the DS7 appears to be a more sophisticated model, with greater levels of tech on board.

It certainly more extroverted in design, with a larger DS Wings grille flanked by trick active LED headlights – the jewel-like modules pivot 180 degrees to their forward positions when unlocked, a cue first seen on the E-Tense concept. Also taken from the show car are the LED daytime running lights and directional indicators at the corners of the bumper, designed to look like beaded stitches.

Along the sides, there are strong shoulder lines over the front and rear wheel arches to provide a more muscular look, while the rear features a wraparound tailgate that emphasises the slim LED tail lights, laser-etched to look like three-dimensional scales. Wheel sizes range from 17 to 20 inches.

The stylish interior takes inspiration from luxury watchmaking and haute couture, with a “Clous de Paris” guilloche engraving adorning the centre console toggle switches, while “pearl” stitching can be found on the dashboard and door panels. The Nappa seat upholstery has also been designed to look like a watch strap.

Up to four customisation themes, called “Inspirations,” are offered – Bastille, Tivoli, Opera and Performance Line. These use materials such as leather, wood and Alcantara in different ways, across the dashboard, door panels and seats. The centre display switch can even specified in glass crystal.

Speaking of which, the centre screen measures a massive 12 inches, and contains navigation, MirrorScreen and DS Connect functions; another 12-inch display is used as a virtual instrument cluster ahead of the driver. Between the centre air vents sits a BRM R180 clock that is hidden out of sight when the car is turned off. A 14-speaker Focal Electra Hi-Fi sound system is also offered.

In terms of tech, the DS7 debuts the company’s DS Connected Pilot semi-autonomous driving function, inclusive of Stop and Go Active Cruise Control that adjusts the speed and steers in the centre of the lane at speed of up to 180 km/h. There’s also a fully-automated DS Park Pilot that handles steering, acceleration, braking and gear changes.

Other features include night vision with obstacle detection, driver attention monitoring and DS Active Scan Suspension that uses a camera, four attitude sensors and three accelerometers to scan the road ahead for bumps and dips, and adjusts the damper settings accordingly.

Power comes from a range of five engines, including the 1.6 litre THP turbocharged four-cylinder engine in 180 hp and 225 hp forms, a 130 hp 1.2 litre PureTech turbo three-pot and a 1.6 litre BlueHDi turbodiesel with either 130 hp or 180 hp. Transmission options include a six-speed manual transmission and a new eight-speed automatic transmission that promises to be 2 kg lighter and 4% more fuel efficient.

Also offered is an E-Tense plug-in hybrid model that utilises a 200 hp version of the 1.6 litre petrol engine, mated to the eight-speed automatic and two 109 hp electric motors – one at the front, the other at the rear, providing all-wheel drive – to produce a total system output of 300 hp. A 13 kWh lithium-ion battery under the rear seat floor provides juice, enabling an all-electric range of 60 km.