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On October 12, the new DS9 launched, the new car positioning medium-sized sedan, a total of 1 model, the price is 349900 yuan. Compared with the old model, the appearance of the new car has not changed much, but the interior decoration and configuration of the new car have been improved.

Appearance: still use the unique family design style of the DS brand, the front face is equipped with hexagonal grille, the grille is decorated with chrome-plated elements, and is connected with headlights and chrome-plated strips on both sides, which greatly enhances the luxury of the vehicle. The bottom position of the front face is shaped by a three-stage air inlet, which is matched with the engraved DS sword above the engine hatch for high recognition.

Car body: the use of sedan car modeling, the car body with more smooth lines, highlight the sense of movement of the vehicle. There is no change in the size of the new car, the body size is still 4933mm, width 1855mm, wheelbase 2895mm, as a B-class car, in terms of wheelbase is OK, the rear space performance is also good. The side of the body is equipped with a hidden door handle and the tail is equipped with a fish-scale three-dimensional taillight.

In terms of interior decoration, the new DS 9 interior decoration is basically covered with NAPPA calfskin, while the pearl stitching technology is used in the car interior to further enhance the exquisite and advanced sense of vehicle interior decoration. The layout of the central control area is simple, with a 12-inch central control screen LCD screen, the new IRIS Smart Internet system, and support two mobile phones to connect Bluetooth at the same time. The top of the center console is equipped with a collection-grade B.R.M clock, which will automatically flip when the vehicle starts, enhancing the car's sense of refinement.

In terms of configuration, it is equipped with electric induction trunk, keyless entry, LED headlights, 12.3in central control screen, leather steering wheel, front and rear seat heating / ventilation / massage, FOCAL sound, automatic air conditioning and rear independent air conditioning and other functions. In addition, there are four optional driving modes, equipped with "magic carpet suspension", which enables the vehicle to detect the road conditions in front of the vehicle in advance through an innovative road detection system to improve the comfort of the vehicle. In terms of power, the new car continues to be equipped with a 1.6T turbocharged engine with a maximum power of 158kW, a peak torque of 300Nm, an acceleration time of 8.5s at 0100km / h and a comprehensive fuel consumption of 6.98L for WLTC. In terms of competition, it will compete with LaCrosse, Passat, Maiteng and other models after listing.

Relevant information shows that DS is a luxury brand of Peugeot Citroen Group ("PSA Group") and is famous in the industry for its luxurious design. In 2011, PSA Group and Changan Automobile Group established Changan Peugeot Citroen Automobile Co., Ltd. In 2012, the DS brand officially entered China, followed by the launch of DS5, DS5LS, new DS5, DS6, DS4S, DS7, DS9 and other models. Although a lot of models have been launched, sales have been dismal.

According to relevant data, sales of the DS brand in China declined year by year from 2015 to 2020, with sales of the DS brand falling from 21000 in 2015 to 16000 in 2016 and halving to 5847 in 2017. It continued to decline to 3867 in 2018, gradually marginalized in 2019, with sales of 1179 vehicles, and fell to third place in 2020, selling only 376 vehicles. Against the backdrop of sluggish sales, in December 2019, Changan PSA was sold off by PSA Group and Changan Automobile Group, which respectively transferred their 50% stake in the joint venture Peugeot Citroen to Shenzhen Qianhai Ruizhi Investment Co., Ltd., which is a wholly-owned subsidiary of Shenzhen Baoneng, that is, Changan Peugeot Citroen changed from a joint venture into a wholly owned company by Baoneng.

DS 9 will be launched on March 23, 2021. The new car will be built on the EMP3 platform and will be sold at an official price of 24.99-399900 yuan. In terms of product power, DS 9 is not inferior to the same level of BBA products, and even has obvious advantages in materials and design. However, due to the influence of DS brand can not support its price of 300000 yuan, the sales of DS 9 in China are not as expected. Relevant data show that only 16 units were sold in August 2023, with a cumulative sales of 210 units from January to August.

From the history of DS brand development, it is indeed luxury design and craftsmanship, but as far as the Chinese market is concerned, DS brand awareness is very small, many consumers may not know the existence of this brand. Against this backdrop, it's hard for DS 9 to stand out.

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