Recently, the flagship model of the DS brand, DS 9, was officially launched, and the new car launched 7 subdivided models according to the configuration differences, including four fuel models and three plug-in hybrid models. The new owners hit the luxury medium-sized car market, the price range is 254,900-40.49 million yuan, and the Paris gray body color is added.
The DS brand has disappeared from everyone's vision for a long time, and the annual sales of DS 9 models in 2021 are less than 2,000 units. However, with the principle of professionalism, we still brought you the car purchase guidance of the new DS 9 for the first time. Without further ado, let's officially enter the main text.
Model Review: Undeniably special
The DS 9 is based on PSA Group's EMP2 modular platform, which is designed from Paris, but all DS 9 sold worldwide is made in China. Models from France have always had their own unique taste in design – in today's many manufacturers looking for a first-glance impact, I feel that the uniqueness of the DS 9 needs to be carefully considered to appreciate.
In the front part, the hexagonal grille internal grid is very complex, this complex mesh design is a major trend at present, the two sides of the star drill LED headlights and the grille connection, anthropomorphic atmosphere is strong.
The design point of the front of the car is the "DS sword" on the hood, which can convey the momentum of the brand flagship very well with the muscle line of the hood; in addition, the S-type daytime running lights outline the front line very well.
It is worth mentioning that the DS 9 headlight group adopts three lamp heads that can be rotated 180°, and has functions such as adaptive far and near light, corner lighting assistance, and automatic headlights.
The proportion of the side of the whole car is also very beautiful, which is a relatively regular image of a medium-sized car, and the sliding front of the car, the looming body waistline, and the sliding line of the roof are more harmonious. The body size of the 4933/1855/1468mm is also relatively standard in the B-class car, and the real-time model is equipped with a 19-inch rim, and the tire size is 235/45 R19, which is a good visual effect.
The rear finish is also special: the upturned trunk cover and the lifted rear surround allow the visual center of gravity of the tail to be concentrated in the center, and with the highly recognizable LED taillights on both sides, there is a flowing visual perception.
In addition, the diamond check inside the tail light group draws inspiration from the Louvre glass pyramid, and the French model actually likes the diamond element, which is often applied to bags, watches and other objects, and is not much used in the automotive industry.
The DS brand is not favored by Chinese consumers because of various factors such as sales, pricing, and channels, but it is undeniable that DS has a deep design foundation, and DS 9 from the world's fashion capital also has a deep and special understanding of the interior.
From the layout point of view, the interior and exterior of the DS 9 are the same as the words "imaginative": the traditional central control screen, the traditional symmetrical design, and even the cheaper Peugeot models will be more eye-catching. However, I always think that the light parameters of the interior are actually of little significance, and the consideration of workmanship, materials and details is the key to creating a sense of luxury.
If you only look at the top model, then there is no way to think that the DS 9 is completely cross-level in the interior part - a large area of NAPPA leather and leather, stylish pearl stitching, B.R.M clock, excellent button feel, the top opera version has nothing to be picky about in terms of materials and details, of course, its price has also come to nearly 350,000 yuan. The middle and low-end models have plummeted in standards, even the second top with NAPPA leather is also absent, and the low-end uses an ordinary imitation leather material - not much different from those 200,000 yuan joint venture brands.
French cars have always had unconventional thinking in the distribution of configurations, their products have highlights, but when it is really the turn of consumers to make purchase decisions, they cannot be impressed, and the title is general, I think "maintaining a arrogant attitude" is a more appropriate adjective.
There is no change in the power part and the old model, the fuel version is still equipped with the set of 1.6T turbocharged engine, matching an 8AT hand-integrated gearbox, the maximum power is 215 horsepower, the peak torque is 300 Nm; the new energy version of the model adds a permanent magnet synchronous motor on the basis of the 1.6T turbocharged engine, the power output of the engine is reduced to 200 horsepower, but after adding the motor, the comprehensive power of the system comes to 183 kW / 245 hp, and the comprehensive torque reaches 360 Nm Meters, parametrically comparable to a 2.0T high-power version of the engine.
At the same time, the plug-in hybrid model is also equipped with a battery with a capacity of 11.9 kWh, and the NEDC's pure electric mileage is 50km - according to the latest plug-in and hybrid model purchase tax exemption policy, the power consumption in the DS 9 pure electric mode is not up to standard, and it is impossible to enjoy the purchase tax exemption policy, which makes the price-performance ratio of the plug-and-mix model version decrease again.
Fuel Edition Configuration Analysis
The fuel version of the model currently has four configurations and is priced at 254,900-344,900 yuan.
I. DS 9 Montmartre Edition (254,900 yuan)
First of all, let's talk about the introductory Montmartre version, this version is actually not recommended: the main reason is that in addition to the basic safety configuration is complete, it is too shabby in the practicality and comfort configuration: reversing images, keyless entry functions are absent, and the 3.5-inch dashboard and 8-inch central control large-screen look and feel are too ordinary, including the commonly used rearview mirror heating, LED light groups are also omitted - the entry model uses xenon headlights.
The entry-level model is actually a very typical tool car attribute, you can buy the appearance, space, power of the DS 9, and don't think about the rest.
2. DS 9 Montmartre Enterprise Edition (274,900 yuan)
The price of montmartre aggressive version is increased by 20,000 yuan compared to the minimum match, in exchange for what configuration?
Parallel line assist, front parking radar, reversing image, full car keyless entry, full LCD instrument + 12.3-inch central control screen, xenon headlights upgraded to LED headlights, and including adaptive near and far light, steering headlights and other functions, while the rearview mirror function is more, and also added rear privacy glass.
It seems that there are a lot of things added, but in fact, only the headlights and screens can be upgraded in the experience, which is also the strange part of the configuration of the DS 9 that we criticize - in many models of the same level, in fact, LED headlights, central control large screens, and full LCD instruments are standard. This version is also not recommended to buy, because the next version of the upgrade is more significant, but the price has also come to 300,000 yuan.
DS 9 Rivoli Technology Edition (304,900 yuan)
As a secondary top model of the fuel version, it is also a new configuration (replacing the old Rivoli version), the Rivoli technology version can really reach a relatively rich level in configuration.
First of all, the price increased by 30,000 yuan, but the addition of driver assistance systems such as full-speed domain adaptive cruise, active braking system, lane keeping and other driving systems is a significant improvement with the previous version of fixed speed cruise, which I believe friends who often drive are clear.
In addition, the electric/induction trunk, leather seats, more directional seat adjustment, front seat heating, etc. have improved the comfort and luxury of the car, and the atmosphere lights, multi-layer soundproof glass, and rear independent air conditioning have also improved the experience.
Overall, although the price of the Rivoli Technology Edition has reached the price of 300,000 yuan, if you like the design and taste of DS 9, this version is relatively recommended among all versions.
IV. DS 9 Opera House Edition (344,900 yuan)
The price of the top model suddenly came to 344,900 yuan: compared with the previous version, it increased by 40,000, and the main difference is that in the materials used in the interior, a large number of NAPPA leather stacking did improve a lot of grades.
At the same time, the comfort and luxury configuration are quite sufficient - the front and rear rows are equipped with seat heating and ventilation massage function, coupled with the 14-speaker jinlang sound, the DS magic carpet adaptive suspension, to some extent, the opera version and other versions are completely two cars.
Is this 40,000 worth of flowers? After all, many configurations are only available in the opera version, but the price of 344,900 yuan is not very realistic.
In the final analysis, the DS 9 actually adopts a lot of models of this level in terms of pricing strategy: the main model is piled up, and the top model is a unique pricing strategy, and we can see that whether it is the recently new Lincoln Z, or the old model Volvo S60L, Jaguar XEL are the same.
However, DS 9 is a bit shabby compared to the low-end of the same level of models at the configuration level, Lincoln Z is a good example, coupled with channels, brands, etc., which eventually led to the downturn in DS 9 sales - even so, DS 9 has been the absolute main force of DS brand sales in China. The reason behind the analysis is that the artistic nature of the target group is too small.
Plug-in hybrid version of the model analysis
From the following data, it can be seen that DS 9 PHEV is actually not a low proportion in DS 9, and it can basically remain above 35%.
But this does not mean that the DS9 plug-in hybrid version is more cost-effective - in fact, the price range of the 3 plug-in hybrid models is 33.49-40.49 million yuan, in addition to the powertrain added a front-mounted permanent magnet synchronous motor, which is fully corresponding to the fuel version of the model in the configuration, but there is no plug-in version of the fuel entry model.
In terms of power, in the model introduction part, we said that the comprehensive power performance of this plug-in hybrid system is comparable to a 2.0T turbocharged engine, but the price is 60,000 yuan more expensive than the same configuration of the fuel model. This price obviously does not occupy any advantage in the luxury brand B-class car, after all, whether it is the Cadillac CT5, Volvo S60L or Jaguar XEL, Lincoln Z, all equipped with 2.0T engines, even if the Volvo S60L has a difference in high and low power, the difference between the two power is only 45,100 yuan, and there are more configurations.
In fact, the sales of the DS 9 plug-in hybrid model are not worth buying because I have not inquired about the proportion of individual buyers at present, so rationally thinking about the entire series of DS 9 plug-and-mix models is not worth buying - the price is too high. However, we need to take into account the price concessions of the terminal, which is also due to the fact that there are too few DS brand dealers and no actual offers - if you can give more than 100,000 discounts, you can really talk about the cost performance.
Full text summary: Whether it is a fuel version or a plug-in hybrid model, the most cost-effective model in the longitudinal view is still the secondary top model, followed by the top model. However, if placed in a horizontal comparison, it is difficult for DS 9 to make a breakthrough in sales in the B-class cars of luxury brands with its current product strength. It can also be seen from the popularity list of easy cars that even if the DS 9 launches a new model, the overall popularity is only 76, and like Korean brands, the attention is not high.
The former DS did not seriously understand the needs of the Chinese market, nor could it identify the psychology of Chinese consumers, its products could not resonate with Chinese consumers, and brand awareness was not effectively improved. Even if the new DS 9 is listed, it still maintains an arrogant attitude, romanticism and arrogance are common diseases of the French, and they cannot put down their bodies to truly understand the demands of Chinese consumers, and they cannot really get the support and trust of consumers.