The latest, blinged-up DS9 has precedents beyond President Macron
While proposing that its all-new large saloon is going to turn the tide for DS, Iain Robertson remains unconvinced about its ‘world market’ aims, unless the up-market division of Gallic PSA Group means only France and China, the latter being understandable.
Perhaps I ought to explain; my father used to own an original Citroen DS23 Pallas, the dart-shaped, swivel-headlamped, super-luxurious French barge. Despite its sharp edges that could slice open a willing 13-year old’s fingers, when tasked with washing the family car, I used to caress its voluptuous front wings and its weirdly heavy doors. There was something utterly beguiling about that car that only a ride in the rear seat could confirm. The plush velvet chairs were like a hug from a favourite auntie, while the phenomenal waftability could and did put me to sleep within minutes of any motoring adventure.
Those memories are deep seated and could have sent me into paroxysms of delight, when Citroen announced that it was going to set-up an entirely new brand by the name of DS. However, I could not and still do not see the point of standalone-but-part-of-PSA DS. Of course, Citroen made a typically arrogant error of corporate judgement, when it simply rebadged models that everybody knew were Citroen, with a rakish new DS badge attached. For some reason, it looked as though internecine warfare might erupt in the back streets of Paris, with Citroen squaring up to Peugeot, which must have been terribly miffed that DS might rob some of its marketplace thunder. Nothing happened but it cannot have been a good place to work at the time.
To be fair to PSA, it has persevered with a cutesy 3, a pointless 4, a feckless 5 and an inevitable 7 that fits the glitzy SUV slot to perfection. However, the performance of the company in the UK has fallen somewhat short of expectations. It is not really a surprise, as the DS3 is probably the brand’s saving grace, as even the DS7 leaves a lot to be desired. Tumbling, fumbling lamp arrays, with geodesic forms predominating on everything including the bamboozling switchgear, all of which hints at the ‘stylish’ DS logo that is at the brand’s core, are not really enough, especially as any hoped for ‘innovation’ that gave the original DS its chutzpah in the late-1950s is sorely missing.
Yet, even though the company seems not to notice, large Peugeots and large Citroens, designated by a 5.0m length, are not and never have been gamechangers in the UK market. While the Safari estate models managed to sate the dietary requirements of estate agents and antiques purveyors, mainly because they are longer wheelbase load-swallowers (a factor that goes for Peugeot too), saloons and hatchbacks beyond 4.5m in length tend to be offloaded to Warwickshire Police for patrol duties on the M40, predominantly because they do NOT sell.
Naturally, President Macron’s notional support of the Gallic carmakers (some of it by sleeping share issues) ensures that he will have his term-full of luxurious French motorcars but cosying up to the Chinese, which is renowned practice en France, even when he returns to a battered civvy-street ‘Cinq’, means that he can spot the rewards that are sure to reflect positively on his presidency, even though most of the EU might be glad to see the back of him. The all-new and large DS9 is a Chinese market gem. They will adore it.
With UK list prices commencing at £40,615 for the Performance Line turbo-petrol, 222bhp, front-driven through an 8-speed automatic gearbox, 1.6-litre entry-level version, to gain the benefits of plug-in hybrid electrification, a further outlay of almost £5,500 is demanded. Of course, for the additional investment, an 80kW electric motor, with associated 11.9kWh battery pack, provides some extra mid-range punch and the customary 30-ish miles of pure electric drive (backed up by the petrol motor) and equally familiar 30-minutes recharge time. If you want to go the whole hog, Rivoli trim is available on both versions, hiking up the prices to £44,715 (standard petrol) and £49,200 for the PHEV. Although the pricing is not mentioned at this stage, a forthcoming full house 355bhp model boasting all-wheel drive is sure to reach close to £60,000.
With residual values certain to take a major hit upon registration, if the prospect of owning, or leasing a £60k DS9 is up your Strasse, then I wish you the best of bon chance, Mr Moneybags, because in three years and around 20,000 miles your investment is going to be worth comfortably less than £10,000, which would be a major worry. Best stick to the BMW!
Unsurprisingly, style is central to the DS9 and, with a nod to the original 1955 DS, the latest 9 incorporates modern ‘DS Cornets’ on the outer edges of its C-pillars. However, where the cornets used to house the indicators, they have been reconstituted as a home for the taillights. As another nod to the near 66 years’ worth of original DS history, a fluent contour flows from the grille, over the bonnet, windscreen and roof to the bootlid. The car’s flanks are smooth with a taut line that runs from the headlamps to the taillights, its character emphasised by the body-coloured and flush fitting door handles and a monotone black roof which brings a refined, elegant stance to the car.
Naturally, an array of DS specific trim details abound within the car, from the dashboard swathed in double-stitched Nappa hide, complete with revolving BRM analogue timepiece, to the ‘watchstrap’ pattern leather seats and a ceiling clad entirely in expensive Alcantara. It is a tactile delight…but the caveats remain. As you would anticipate, all aspects of ADAS and connectivity are honed to the Group’s latest and more precise levels. However, do not become swayed by the almost Germanic raft of acronyms related to its various features and both active and passive safety addenda. Assuredly upmarket in its pitch, it would be fair to state that DS has learned nothing from either Citroen’s, or Peugeot’s past experiences of attempting to sell larger models to the UK…we may covet them but we do not want them.
