As a model positioned as a luxury compact SUV, the 2022 DS7 has indeed performed unsatisfactorily in the market. Despite the impressive design and configuration, the sales figures are rather bleak.
Cumulative sales in 2021 were only 22 units, and in 2022 this number increased slightly to 80 units, but only 9With a 2% share, the ranking and market share in the domestic compact SUV market are still insignificant.
In 2023, the sales of DS7 have not improved, with 262 units sold in the first 11 months, accounting for 45 of the DS family25% market share, but still marginal in the overall market.
In November last year, DS Automotive launched the DS 7 Montmartre 10th Anniversary Collector's Edition to commemorate the brand's 10th anniversary in the Chinese market. The car has maintained its original level in terms of exterior design and configuration, and the main highlights are the "10th Anniversary Collector's Grade Haute Couture Art Car Sticker" and the "Exclusive Camping Set".
Its Paris Light LED headlights, beaded daytime running lights and crystal-carved 3D rhombic taillight design are both stylish and sporty. The interior of the car is further enhanced by the black and gold color scheme, luxurious Vinyl leather seats, leather multifunction steering wheel and gold center console trim.
In terms of power, this 10th Anniversary Collector's Edition is equipped with a 1The 6-liter engine, mated to an Aisin eight-speed automatic manual transmission, is reliable but less attractive in the current market environment of increasing number of new energy vehicles.
At present, with the rise of new energy SUVs and the intensification of the war in the domestic automobile market, DS7, as a first-line luxury brand, is facing huge challenges. Although its strength and cost performance are excellent, under the double attack of market awareness, brand influence and market trends, DS7 has to adopt a liquidation strategy with substantial discounts.
For example, the guide price of the 2022 35THP Montmartre 10th Anniversary Collection DS7 is 249,900 yuan, and the current price is only 139,900 yuan.
The case of DS7 shows that in the highly competitive automotive market, even a strong model needs to work brand building, market positioning and marketing strategies to gain a place in the hearts of consumers.