Currently reading: DS 9 saloon key to proving premium brand image
Recently revealed Audi A4 rival is vital for the company's goal of establishing itself as a high-end company, says boss Beatrice Foucher
James Attwood, digital editor
News
2 mins read
18 March 2020

The DS 9 saloon will be vital in establishing the PSA Group firm as a true premium brand, according to new boss Beatrice Foucher.

The recently revealed car will take on the Audi A4 and BMW 3 Series when it goes on sale in 2021, and Foucher said it was vital for the growing DS marque to offer a car in the executive saloon segment.

DS was created as a spin-off company from fellow PSA firm Citroën, with the intention of creating a French brand to take on the upmarket premium market dominated by German firms such as BMW and Mercedes-Benz. The firm is steadily building a bespoke range of machines, such as the 3 Crossback hatch and the 7 Crossback SUV. The 9 saloon will be the next bespoke model to launch, and will be particularly vital in helping build the brand in China, where premium saloons are hugely popular.

“The DS 9 is a big saloon, and exhibits all the technology and powertrains from the PSA Group, and some technology exclusive to DS,” said Foucher. “The segment share of this type of car remains high, representing around 25% of cars sold in the large premium car market in Europe. It's still a really important segment.

“Having this type of car that embraces technology and has power, control and elegance is the real sign of a premium brand, and it has been acknowledged as a very elegant car based on early feedback. To be recognised as a premium brand you absolutely have to have a premium saloon in your line-up. The best way to provide comfort is to encourage people to drive or be driven in a saloon.

"Our customers still want to drive, and they want to drive this type of car."

The DS range will eventually grow to six models, and the DS 9 saloon is set to be followed by a DS 4 mid-size SUV.  

READ MORE

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25

18 March 2020

I feel for PSA here. They would have conceived this oddly dated looking car some years ago on the hope that they could tackle A4/Three. But that's a market evaporating faster than hand sanitizer on Tesco's shelves at a time when the car market is collapsing and luxury cars a charming anachronism.

I'm assuming it'll be a dealer principal demo car and one for Peugeot's zone managers that visit them. So for a few, there's a silver lining. 

18 March 2020
Cersai Lannister wrote:

I feel for PSA here. They would have conceived this oddly dated looking car some years ago on the hope that they could tackle A4/Three. But that's a market evaporating faster than hand sanitizer on Tesco's shelves at a time when the car market is collapsing and luxury cars a charming anachronism.

I'm assuming it'll be a dealer principal demo car and one for Peugeot's zone managers that visit them. So for a few, there's a silver lining. 

Sorry, but youre talking nonsense - they didnt "conceive" anything, they just took the cool 508, extended the wheelbase and put different front and rear ends on. They then cynically and with zero respect for the badge, put "DS" all over it. Its neither a Citroen, nor a DS, its nothing but a b*stardised 508.

18 March 2020

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18 March 2020
Good luck to them.

They are lucky that the German stuff gets less appealing with every generation.

bol

18 March 2020

I loved the idea of DS as a style and luxury-led brand. Sadly they keep missing the mark on the style front - at least in terms of the sort of avantgarde elegance previously associated with the name - and they seem to be less competent and more expensive than their Citroen and Peugeot equivalents. I wonder how long they'll bother in the Uk?

18 March 2020

... an advert for the Range Rover Evoque appeared mid article. 

It will follow the Citroën C6 into oblivion. 

289

18 March 2020

I am afraid I have to agree with you Soren, they are never going to break out of the 'hatchback' segment they are pigeon holed in.

 

One similarity to BMW/M-B they have managed to acheive is the random sprinkling of bits of chrome all over the car. A current obsession of German premium manufacturers, no doubt driven by the asian market. Messy, fussy and unecessary.

18 March 2020
Soren Lorenson wrote:

It will follow the Citroën C6 into oblivion. 

At least the C6 had some merit, unlike like this thing.

18 March 2020
Autocar reported that the base engined version (non plug-in) will come with torsion beam rear suspension. Is this PSA's idea of premium?

30 March 2020
Zebrano wrote:

Autocar reported that the base engined version (non plug-in) will come with torsion beam rear suspension. Is this PSA's idea of premium?

 

The digital render of the DS7 erroneously featured torsion beam suspension, but when it was released all versions came with independent suspension on a subframe. The DS9 render also repeats the same error, but you can be sure that during release all will come with fully independent rear suspension on a subframe just like the DS7. And by the way, some premium cars like Audi's did come with torsion beam suspension and no one gave a hoot. The 308gti uses the torsion beam and no hatch comes close to it in the handling department. 

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