The new DS 9 is a comfy French cruiser

Ironically, there might actually be a Citroën equivalent, similarly based around a shared large-car platform that Peugeot also purloins as the basis for its 508. But taking on the Germans in the premium saloon market was always the raison d’etre of DS and with this new 9 it has its best chance yet of putting a dent in Audi’s sales.

Big, premium three-box saloons still sell a bit in Europe, after all – more to the point they sell very well in China where the DS 9 will be built and which is sure to be its main market. It might be built in China but it will be sold all around the world.

At nearly 5m long and with a UK starting rice of £40,615 the DS 9 promises more car for the money than its German rivals while boasting plenty of showroom features to establish its character and premiumness. “A perfect blend of heritage, Parisian savoir-faire and cutting-edge technology delivered through a sleek silhouette” is the official take on things.

And our take? Well, old lags might bemoan the lack of true Citroënesque individuality and innovation – how much more would we go for it if it had hydropneumatic suspension rather than just adaptive dampers? ­– but it’s still handsome enough in the saloon-car mould.

There’s a hint of C6 in its glasshouse shape and while its rear end is less distinctive you are unlikely to disappointed head-on, where it looks expensive with its 3D effect diamond-pattern grille and chrome “Clous de Paris” sabre on the bonnet. You don’t get one of those in your Audi A6.

There are no overt references to DS the car that we can see, though DS the brand says the incorporation of taillights in what it calls “DS Cornets” on the outer edges of the C-pillars is a nod to the 1955 DS. A raked-back rear window, black roof and body-coloured flush fitting door handles complete the picture.

Using a long-wheelbase (2.9m) version of the group’s EMP2 platform means masses of room inside, says DS which claims the lounge-like space offers the same comfort in the back as it does in the front. Depending on model, all the seats can be heated, cooled and will give you a massage, what DS says is a first-in-class.

The Frenchness comes through in the cabin with plenty of gallic flourishes: “watchstrap” design seat upholstery, crystal-shaped touch-sensitive buttons, angular dashboard shapes and French watchmaking detailing, multi-coloured welcome lighting, Alcantara roof lining and sun visors, hand-stitched leather door inserts and a BRM clock atop a dashboard swathed in Nappa leather. Here is a car trying hard to make an impression, something owners can build on with a range of DS Inspirations personalisation options.

And under the bonnet? Nothing all-electric here – so far – but a couple of choices on the plug-in hybrid front, technology that DS calls E-Tense. You can get a front-driver with 225PS (168kW) or an all-wheel-drive car with 360PS (268kW), either capable of 33-34 miles (WLTP) on electric power alone. There are several drive modes so you can juggle which power source you use and when.

The entry model at £40,615 gets a non-hybrid 225PS (168kW) petrol motor, and in common with the others it is equipped with an eight-speed automatic gearbox. The hybrid models start at £46,100. Like it? You can order one in the UK from 8^th April.