As a luxury brand that has been operating in China for nearly five years, DS has faced numerous challenges due to its limited product range, unstable offerings, and a lack of fresh models. Additionally, frequent fluctuations within the company have cast doubt on its status as part of the third echelon of luxury brands. Despite these hurdles, the brand once held ambitions alongside competitors like Jaguar Land Rover and Volvo, viewed as promising contenders in the luxury segment. However, with the rapid decline in sales of the top-tier German luxury vehicles and the steady evolution of brands such as Volvo and Lexus, DS appears to lag behind in competitiveness.
Nevertheless, with a recent collaboration between Changan Group and PSA Group securing $3.6 billion in funding, DS is poised to enter its 2.0 product era. One of their first models in this new phase is the DS 7 CROSSBACK, a compact SUV that made its debut at the Shanghai Auto Show earlier this year. Recently, we've managed to get our hands on some genuine domestic photos of the DS 7 CROSSBACK, allowing us a sneak peek into what this vehicle might offer.
In terms of design, the new model closely mirrors the overseas version showcased at the exhibition. The exterior boasts a hexagonal grille adorned with a large DS emblem at its center, along with extensive chrome accents that enhance its luxury appeal. High-end trims will feature full LED headlamps, while the overall dimensions of 4570x1890x1620mm place it firmly in the compact SUV category yet provide space comparable to mid-size SUVs.
Moving inside, the cabin retains a similar layout, wrapped generously in premium leather, offering five distinct interior themes ranging from sporty to opulent. A unique blend of modernity and tradition is evident through elements like the flat-bottom steering wheel, oversized touchscreens, aviation-inspired gear shifter, and a reverse quartz clock. Configurations include a 12-inch digital instrument cluster, Nappa leather seating, a 14-speaker Focal audio system, autonomous driving aids, and even night vision technology.
Under the hood, the domestic variant of the DS 7 CROSSBACK will primarily rely on a turbocharged 1.8-liter engine paired with an updated eight-speed automatic transmission. Besides conventional gasoline versions, a plug-in hybrid variant is also planned. This hybrid setup combines a 149 kW gas engine with dual electric motors, delivering a total output of 223 kW and peak torque of 450 Nm. The new car is expected to hit showrooms later this year, though the hybrid edition won't arrive until 2019.
With these developments, DS aims to revitalize its presence in China’s competitive luxury market. While much remains to be seen about how well these efforts will translate into consumer interest, the DS 7 CROSSBACK certainly sets an intriguing tone for the brand's future direction.
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