enjoy out Audi, BMW as well as Mercedes, right here comes… well, this week it’s DS. In a couple of weeks it’ll be Genesis, as well as we can assurance it won’t be long before somebody else is chasing the premium pack.
The swank German brands have been targets for lots of over the years, from Saab to Infiniti (not so successful) to Volvo as well as Lexus, not to mention the UK’s own Jaguar. as well as who can blame the world’s cars and truck makers, with bigger margins at stake when you’ve persuaded purchasers that the badge on the bonnet indicates you can fee a bit more.

‘Patience will be crucial to Genesis’ success in Europe’

This week I’ve driven the new DS 9 as well as it’s an excellent car. DS – as well as it’s parent business Stellantis – understands this is a long game, not only in terms of establishing appropriately premium products, however likewise when it pertains to brand acceptance by premium buyers.
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So DS being on par with Audi, BMW as well as Mercedes is still some method off in terms of product as well as brand, however what the business is trying to do is shake up the getting as well as having experience, with some creative plans.
However, I’m not sure its method around merchants is right. I just recently checked out the new DS store in West London – an excellent showroom, however one that’s sandwiched between its Stellantis sisters, Citroen as well as Peugeot. 
I believe a standalone option – or even a absolutely on the internet experience with house or office sees as well as ‘brand centres’ in swank buying centres – is much better for a premium brand. It didn’t take Lexus long to realise that its showrooms shouldn’t be ideal next door to a Toyota dealer, while Genesis has no plans to share ground area with Hyundai.
To get close to the huge three German brands, the likes of DS as well as Genesis very first have to match Lexus, Volvo as well as Jaguar. There’s definitely an appetite amongst purchasers to try something different, particularly with the modification that electrification will bring. however the whole brand experience is crucial to who the premium winners as well as losers will be.
Check out our evaluation of the new DS 9 here…