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

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.  


New DS 9 saloon takes aim at Audi A4 

DS Aero Sport Lounge revealed as bold 671bhp electric concept

DS brand to drop Citroën badge in Europe in 2015

James Attwood

James Attwood, digital editor
Title: Acting magazine editor

James is Autocar's acting magazine editor. Having served in that role since June 2023, he is in charge of the day-to-day running of the world's oldest car magazine, and regularly interviews some of the biggest names in the industry to secure news and features, such as his world exclusive look into production of Volkswagen currywurst. Really.

Before first joining Autocar in 2017, James spent more than a decade in motorsport journalist, working on Autosport,, F1 Racing and Motorsport News, covering everything from club rallying to top-level international events. He also spent 18 months running Move Electric, Haymarket's e-mobility title, where he developed knowledge of the e-bike and e-scooter markets. 

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typos1 18 March 2020

The original godess is

The original godess is currently spinning in her grave, faster than ever before.

abkq 18 March 2020

To establish a brand you need

To establish a brand you need an exceptional car. The Lexus LS400 was that, its refinement and silence being class leading.

None of the DS models has that wow factor, whether visually or technically, and Beatrice Foucher knows it, her quotes sound like standard marketing talk, nothing more.

Andrew1 18 March 2020

I wish they'll succeed

I wish they'll succeed but I have doubts. They are trying to compete in a market where badge and hype are paramount. Toyota and Honda tried a similar approach without huge success, and that in a more forgiving market.

The DS7 and this be DS9 have amasing interiors, much better than any German in their price range. However, it's safe to say the exterior is not everyone's cup of tea, certainly not mine. But then all German brands look bad these days.