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After the delisting of the Changan PSA joint venture, the DS brand was able to continue production and sales in China by virtue of contract manufacturing. Due to poor sales and historical problems, the DS brand finally chose to "operate independently" to develop a new strategy in China, and launched a new domestic model two years later.

A few days ago, the DS 9, a new domestic car of the DS brand, was officially released and opened for pre-sale. As a flagship model launched by the DS brand in recent years, DS 9 will be manufactured entirely in China and supplied to the world. Domestic DS 9 will be available for sale in 2020.

According to the official introduction, the domestic DS 9 new car will launch four models, namely the Rivoli, the Opera House, Montmartre and the sports version, which continues the avant-garde design and unique interior of DS models, and will be equipped with L2 driving assistance system and standard driver fatigue monitoring, automatic parking assistance and night vision functions. In terms of power, the new car will launch two kinds of power systems, namely 1.6T fuel version and 1.6T plug-in hybrid system, of which 1.6T gasoline engine has a maximum power of 215hp, and the transmission system matches the 8-speed manual integrated transmission; the plug-in hybrid system of 1.6T engine has a total power of 250hp, the transmission matches the 8-speed automatic transmission, the pure electric life under WLTP condition can reach 50km, and the pure electrode speed can reach 135km/h.

Due to poor sales and problems with brand operation, DS has been unable to introduce new cars for two years, and the latest domestic DS 7 model, currently on sale, was launched at the Beijing Auto Show in April 2018. The arrival of the DS 9 is also the first model after DS reviewed its development strategy in China.

Long-term losses Changan PSA has been dissolved, the joint venture sold to Baoneng Automobile. In May 2020, according to the public information on the website of Shenzhen Market Supervision and Administration Bureau, Changan PSA has officially completed the industrial and commercial change, and its name is "Shenzhen Baoneng Automobile Co., Ltd." after the change, the company has changed from a Sino-French joint venture to a wholly owned subsidiary of Shenzhen Qianhai Ruizhi Investment Co., Ltd., and the legal representative of the company has also been changed from Zhu Huarong, President of Changan Automobile to Sun Li, Executive Director of Baoneng Automobile. According to Qixinbao, Qianhai Ruizhi is a wholly owned subsidiary of Baoneng Automobile Co., Ltd.

After Baoneng Automobile took over, Baoneng Automobile Global headquarters, Shenzhen production Base and Research Institute project were built on the former Changan PSA Shenzhen factory, R & D center and logistics center. It is understood that Changan PSA, which was taken over by Shenzhen Baoneng Automobile, will set aside 20 per cent of the production capacity for DS9, the flagship model of the DS brand, and may then produce other models according to Baoneng's brands.

Not long ago, the DS brand released a new strategy in China. DS stressed that it will not withdraw from the Chinese market, continue to cultivate the Chinese market, and will usher in three major aspects of "new" brand building, product layout and service model. At the same time, DS China's new operation team in Shanghai will be fully responsible for the development of the brand in China.

China's luxury car market continues to grow, luxury car manufacturers continue to increase the layout of new cars in China, and Lincoln has also achieved localization in 2020, further aggravating the competition pattern of China's luxury car market. As a minority brand and product positioning is not high, whether DS will usher in sales growth is still a lot of uncertainty.

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