As a high-end luxury sedan of the DS brand of the French PSA Group, the performance of DS 9 in the market is indeed embarrassing. As a car with a global outlook, the DS 9 invested heavily in design aesthetics and technological innovation, but failed to achieve the expected success in the market.
In 2022, the annual sales of the DS 9 were only 380 units, accounting for 43% of the total sales of the DS brand68%, and the proportion in the mid-size sedan market is even more insignificant 002%。In 2023, the situation has not improved, with only 253 units sold in the first 11 months, and the market share and ranking have further declined. This sales performance is far from the mainstream models in the same class.
The design of the DS 9 is a work of art, with a six-sided "three-dimensional diamond" grille, matrix LED light clusters and "tear stain" LED headlights, all showing its unique luxury temperament. In terms of body size, the DS 9 has a wheelbase of 2,895 mm, a length of nearly 5 meters, and a width of 1,855 mm.
However, in terms of power configuration, the DS 9 is only equipped with 1The 6-liter engine is mated to an Aisin 8-speed automatic transmission, which is really difficult to show competitiveness in the same class of luxury cars.
The challenge of the DS brand in the Chinese market is not only due to the product itself, but also to the dilemma of brand influence and market positioning. Although PSA Group has been emphasizing its long-term development plans for the DS brand in China, the lukewarm response from the market seems to be a harbinger of a difficult road ahead.
At present, DS brands have begun to implement a clearance processing strategy with significant discounts. For example, the significant price reductions of the 2022 DS7 45THP Opera Light Edition and the 2021 DS7 45THP Montmartre Edition, although cost-effective, still struggle to attract the attention of consumers.
Overall, the DS 9 has its own unique advantages in product strength, but in the fierce market competition, these advantages have not translated into sales. This may be due to a combination of factors such as brand awareness, marketing strategies, product positioning, and consumer preferences. The story of the DS 9 provides a case worth pondering for other luxury car brands that want to enter or are already in the Chinese market.