As a luxury brand that has been in China for five years, DS has faced several challenges, including a limited product range, shaky foundations, and a lack of fresh models. The company's volatile nature has made it difficult to maintain its position as the third luxury brand in the market. In its first four years, DS struggled with poor market performance, which was downplayed in annual reports by vague statements like "the company is still in its infancy and costs are higher." Initially, DS was seen alongside Jaguar Land Rover and Volvo as a promising luxury brand in China. However, with the rapid decline in prices among top-tier German luxury brands and the continuous upgrades from competitors like Volvo and Lexus, DS appears to be falling behind. Nevertheless, with a joint investment of 3.6 billion yuan from Changan Group and PSA Group, DS is set to embark on a new chapter with its 2.0 product era. The DS 7 CROSSBACK, their first compact SUV, made its debut at the Shanghai Auto Show and is now gaining attention as its domestic production model is spotted in spy photos.
From the leaked images, the new DS 7 CROSSBACK retains a high level of similarity with the overseas version showcased earlier this year. Its bold front grille, featuring a hexagonal mesh design with a prominent DS emblem, along with abundant chrome accents, emphasizes its luxury status. High-end models will come equipped with full LED lighting, further enhancing its premium appeal. In terms of dimensions, the DS 7 CROSSBACK measures 4570*1890*1620mm, positioning it as a compact SUV yet offering spaciousness akin to mid-size SUVs.
Inside, the cabin mirrors the exterior’s elegance, wrapped in luxurious leather with five distinct interior themes catering to different tastes, ranging from sporty to opulent. The flat-bottom steering wheel, oversized touchscreens, aviation-inspired gear shifter, and quartz clock add to its upscale feel. Standard features include a 12-inch digital instrument cluster, Nappa leather seats, a 14-speaker Focal sound system, advanced driver-assistance systems, and even a night vision system.
Under the hood, the domestic variant will primarily feature a turbocharged 1.8-liter engine paired with an updated eight-speed automatic transmission. A plug-in hybrid variant will also be available, combining a 149kW gasoline engine with dual electric motors. This setup produces a total output of 223kW and peak torque of 450Nm. The hybrid model is expected to launch in 2019, while the conventional fuel version will be available sooner. Despite these improvements, DS must overcome its past struggles to regain consumer trust and thrive in the competitive luxury segment.
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