{"id":2068794,"date":"2026-07-30T07:00:00","date_gmt":"2026-07-30T04:00:00","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=2068794"},"modified":"2026-07-30T07:00:00","modified_gmt":"2026-07-30T04:00:00","slug":"our-customers-dont-like-the-generic-cloning-approach-of-chinese-cars-says-ds","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=2068794","title":{"rendered":"Our customers don\u2019t like the \u2018generic cloning\u2019 approach of Chinese cars, says DS"},"content":{"rendered":"<article class=\"articleItem\">\n<p>    {&#8220;@context&#8221;:&#8221;https:\/\/schema.org&#8221;,&#8221;@type&#8221;:&#8221;Article&#8221;,&#8221;image&#8221;:&#8221;https:\/\/car-images.bauersecure.com\/wp-images\/269444\/060-ds-no8-chinese.jpg&#8221;,&#8221;mainEntityOfPage&#8221;:{&#8220;@type&#8221;:&#8221;WebPage&#8221;,&#8221;@id&#8221;:&#8221;https:\/\/www.carmagazine.co.uk\/car-news\/industry-news\/ds\/chinese-competition\/&#8221;},&#8221;url&#8221;:&#8221;https:\/\/www.carmagazine.co.uk\/car-news\/industry-news\/ds\/chinese-competition\/&#8221;,&#8221;author&#8221;:{&#8220;@type&#8221;:&#8221;Person&#8221;,&#8221;name&#8221;:&#8221;Ted Welford&#8221;,&#8221;description&#8221;:&#8221;Ted Welford is New Cars Editor on the Bauer automotive hub, working across CAR and our sister website Parkers. Specialising in road testing the latest cars, Ted is also quite the newshound, always investigating the latest industry topics and digging out new stories at any opportunity. u00A0nTed has been a car enthusiast since the start, almost inevitable growing up with a rallying-obsessed family and being ferried around in the back seat of various Subaru Imprezas u2013 the perfect family car, obviously. As a child, Ted hadxf an enviable collection of toy cars, and it was always obvious that he would channel a career linked to cars in one way or another. u00A0nAfter completing his A-levels, Ted started an NCTJ-accredited apprenticeship in journalism with automotive news agency Blackball Media. Thrown into the deep end from the start, he would soon be on the phone to press offices, submitting freedom of information requests and covering new car launches at the age of 20.u00A0u00A0u00A0nTed worked his way up to staff writer at Blackball Media, in a varied role that would cover news, features and a growing focus on new car reviews, writing the latest first drives on everything from the new Dacia Sandero to Lamborghinis, and honing his skills to review and report on the latest cars. He joined CAR and Parkers in February 2024.u00A0u00A0nOutside of working hours, Ted is usually browsing car auctions and classifies in search of a bargain (often unsuccessfully), and currently owns a Mk1 Audi TT Quattro Sport and Renault Clio 182 Trophy. Heu2019s also an avid and perfectionist car valeter and detailer u2013 yes, one of those bores that lectures you about the two-bucket method. Away from cars he loves travelling the world and is also a keen golfer and mountain biker.u00A0nOn social media, you can follow Ted on his personal Instagram account or one dedicated to cars, while heu2019s also on X, formerly Twitter, usually moaning about how much his cars have cost him. You can read Tedu2019s latest articles below.&#8221;,&#8221;image&#8221;:{&#8220;@type&#8221;:&#8221;ImageObject&#8221;,&#8221;url&#8221;:&#8221;https:\/\/car-assets.bauersecure.com\/wp-images\/179402\/ted_welford.jpg&#8221;,&#8221;caption&#8221;:&#8221;Ted Welford&#8221;},&#8221;sameAs&#8221;:&#8221;https:\/\/x.com\/TedWelford&#8221;,&#8221;url&#8221;:&#8221;https:\/\/www.carmagazine.co.uk\/author\/ted-welford\/&#8221;,&#8221;email&#8221;:&#8221;ted.welford@bauermedia.co.uk&#8221;,&#8221;jobTitle&#8221;:&#8221;New Cars Editor&#8221;,&#8221;knowsAbout&#8221;:&#8221;Automotive&#8221;,&#8221;worksFor&#8221;:{&#8220;@type&#8221;:&#8221;Organization&#8221;,&#8221;name&#8221;:&#8221;CAR&#8221;}},&#8221;dateModified&#8221;:&#8221;2026-07-30T08:00:00+01:00&#8243;,&#8221;datePublished&#8221;:&#8221;2026-07-30T08:00:00+01:00&#8243;,&#8221;headline&#8221;:&#8221;Our customers donu2019t like the u2018generic cloningu2019 approach of Chinese cars, says DS&#8221;,&#8221;publisher&#8221;:{&#8220;@type&#8221;:&#8221;Organization&#8221;,&#8221;name&#8221;:&#8221;Bauer Media&#8221;,&#8221;brand&#8221;:{&#8220;@type&#8221;:&#8221;Organization&#8221;,&#8221;name&#8221;:&#8221;Car Magazine&#8221;},&#8221;logo&#8221;:{&#8220;@type&#8221;:&#8221;ImageObject&#8221;,&#8221;url&#8221;:&#8221;https:\/\/car-assets.bauersecure.com\/images\/logos\/car.200&#215;88.png&#8221;}}}<\/p>\n<div class=\"row\">\n<div class=\"column xlarge-10 xlarge-push-2\">\n<header>\n<div class=\"row\">\n<div class=\"column\">\n<h1 class=\"title\">\n\t\t\t\t\t\t\t\t\tOur customers don\u2019t like the \u2018generic cloning\u2019 approach of Chinese cars, says DS<\/h1>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"row\">\n<div class=\"column\">\n<div class=\"hide-for-xlarge-up\">\n<div class=\"compact-author-info\">\n\tBy <a href=\"https:\/\/www.carmagazine.co.uk\/author\/ted-welford\/\">Ted Welford<\/a>\n<\/div>\n<\/p><\/div>\n<div class=\"dates\">\n\t\t\t\t\t\t\t\t\t<span class=\"dates__date\"><br \/>\n\t\t\t\t\t\t\t\t\t\tPublished: Today 08:00<br \/>\n\t\t\t\t\t\t\t\t\t<\/span><\/p><\/div>\n<div class=\"preferred-source__inline\">\n<div class=\"preferred-source\">\n<div class=\"preferred-source__line-break\"><\/div>\n<p>\t<a href=\"https:\/\/www.google.com\/preferences\/source?q=carmagazine.co.uk\" class=\"google-preferred-source-link preferred-source__link preferred-source__link--left\" target=\"_blank\"><\/p>\n<div class=\"preferred-source__border\">\n<div class=\"preferred-source__inner\">\n<div class=\"preferred-source__google-icon\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/car-images.bauersecure.com\/assets\/images\/icons\/google-logo-46x46.png\" alt=\"Follow Car on Google\" data-src=\"https:\/\/car-images.bauersecure.com\/assets\/images\/icons\/google-logo-46x46.png\">\n\t\t\t\t<\/div>\n<div class=\"preferred-source__google-text\">\n\t\t\t\t\tFollow <strong>Car<\/strong> on Google\n\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"preferred-source__tooltip\">\n\t\t\t\tAdd Car as a preferred source on Google to see more of our latest content\n\t\t\t<\/div>\n<\/p><\/div>\n<p>\t<\/a>\n<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/header>\n<div class=\"cms-content\">\n<div class=\"in-page-gallery full-width thumbnails-bullets\">\n<ul class=\"carousel\" data-orbit=\"true\" data-options=\"bullets: true; resume_on_mouseout: false; timer: false; variable_height: true; slide_number: false\">\n<li>\n\t\t\t\t\t\t<a href=\"https:\/\/car-images.bauersecure.com\/wp-images\/269444\/060-ds-no8-chinese.jpg\"><img decoding=\"async\" src=\"https:\/\/car-assets.bauersecure.com\/images\/1056x594\/transparent.png\" alt=\"Our customers don\u2019t like the \u2018generic cloning\u2019 approach of Chinese cars, says DS\" data-interchange=\"[https:\/\/car-images.bauersecure.com\/wp-images\/269444\/480x270\/060-ds-no8-chinese.jpg, (default)], [https:\/\/car-images.bauersecure.com\/wp-images\/269444\/720x405\/060-ds-no8-chinese.jpg, (medium)], [https:\/\/car-images.bauersecure.com\/wp-images\/269444\/1056x594\/060-ds-no8-chinese.jpg, (large)]\"><\/a>\n\t\t\t\t\t<\/li>\n<li>\n\t\t\t\t\t\t<a href=\"https:\/\/car-images.bauersecure.com\/wp-images\/269444\/061-ds-no8-chinese.jpg\"><img decoding=\"async\" src=\"https:\/\/car-assets.bauersecure.com\/images\/1056x594\/transparent.png\" alt=\"Our customers don\u2019t like the \u2018generic cloning\u2019 approach of Chinese cars, says DS\" data-interchange=\"[https:\/\/car-images.bauersecure.com\/wp-images\/269444\/480x270\/061-ds-no8-chinese.jpg, (default)], [https:\/\/car-images.bauersecure.com\/wp-images\/269444\/720x405\/061-ds-no8-chinese.jpg, (medium)], [https:\/\/car-images.bauersecure.com\/wp-images\/269444\/1056x594\/061-ds-no8-chinese.jpg, (large)]\"><\/a>\n\t\t\t\t\t<\/li>\n<\/ul>\n<\/div>\n<div class=\"articleContent\">\n<div>\n\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.carmagazine.co.uk\/car-reviews\/ds\/\" title=\"View all DS  Reviews\"><br \/>\n\t\t\t\t\t\t\t\t\t<span class=\"info-link\"> View all DS  Reviews<\/span><br \/>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<div class=\"bold-links\">\n<p><strong>\u25ba DS product\u00a0boss\u00a0calls Chinese cars generic and clones\u00a0\u00a0<br \/>\u25ba French firm still considers Chinese cars as less of a threat\u00a0\u00a0<br \/>\u25ba Individualisation and design remain at the heart of DS\u00a0<\/strong><\/p>\n<p>DS\u00a0customers\u00a0aren\u2019t\u00a0interested in Chinese cars because they\u00a0look generic and\u00a0lack\u00a0the\u00a0emotion and individuation\u00a0of its models, according to the firm\u2019s head of product.\u00a0\u00a0<\/p>\n<p>French premium marque DS has been\u00a0attempting\u00a0to carve out a niche for its distinctive design-lead models for more than a decade,\u00a0but\u00a0with limited success outside of its home market.\u00a0\u00a0<\/p>\n<p>While the core German premium manufacturers Audi, BMW and Mercedes\u00a0have long been the thorn in DS\u2019s side, it now faces fresh competition from China. British have buyers have quickly accepted these Chinese value brands at low prices, and as such\u00a0there\u2019s\u00a0now a push for posher models\u00a0being introduced from China.\u00a0\u00a0\u00a0<\/p>\n<div class=\"mpu-inject hide-for-medium-up\">\n<div class=\"mpu-ad advert\"><\/div>\n<\/p><\/div>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/car-images.bauersecure.com\/wp-images\/260912\/480x0\/denza_z9gt_1.jpg?scale=down\" alt=\"Denza\" class=\"wp-image-260919\" data-interchange=\"[https:\/\/car-images.bauersecure.com\/wp-images\/260912\/480x0\/denza_z9gt_1.jpg?scale=down, (default)], [https:\/\/car-images.bauersecure.com\/wp-images\/260912\/720x0\/denza_z9gt_1.jpg?scale=down, (medium)], [https:\/\/car-images.bauersecure.com\/wp-images\/260912\/1040x0\/denza_z9gt_1.jpg?scale=down, (large)]\"><\/figure>\n<div class=\"mpu-inject show-for-medium-up hide-for-xlarge-up\">\n<div class=\"mpu-ad advert\"><\/div>\n<\/p><\/div>\n<p>MG has already\u00a0established\u00a0its IM sub-brand with reasonable success and BYD is now introducing\u00a0<a href=\"https:\/\/www.carmagazine.co.uk\/car-reviews\/denza\/z9-gt-wagon\/\" target=\"_blank\" rel=\"noreferrer noopener\">Denza<\/a>,\u00a0with prices upwards of \u00a3100,000 stretching the boundaries\u00a0and\u00a0perception\u00a0of Chinese cars.\u00a0\u00a0<\/p>\n<p>But at DS, it still\u00a0doesn\u2019t\u00a0consider premium Chinese brands as much of a threat.\u00a0\u00a0<\/p>\n<p>Speaking at the launch of the new\u00a0<a href=\"https:\/\/www.carmagazine.co.uk\/car-reviews\/ds\/2026-no-7-ev\/\" target=\"_blank\" rel=\"noreferrer noopener\">DS No.7<\/a>, the replacement for its most popular car, the\u00a0<a href=\"https:\/\/www.carmagazine.co.uk\/car-reviews\/ds\/7-suv\/\" target=\"_blank\" rel=\"noreferrer noopener\">DS 7<\/a>, Emmanuel Schaeffer, head of product at DS Automobiles,\u00a0said its customers are \u2018less interested\u2019 in Chinese cars.\u00a0\u00a0<\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/car-images.bauersecure.com\/wp-images\/269444\/480x0\/061-ds-no8-chinese.jpg?scale=down\" alt class=\"wp-image-269451\" data-interchange=\"[https:\/\/car-images.bauersecure.com\/wp-images\/269444\/480x0\/061-ds-no8-chinese.jpg?scale=down, (default)], [https:\/\/car-images.bauersecure.com\/wp-images\/269444\/720x0\/061-ds-no8-chinese.jpg?scale=down, (medium)], [https:\/\/car-images.bauersecure.com\/wp-images\/269444\/1040x0\/061-ds-no8-chinese.jpg?scale=down, (large)]\"><\/figure>\n<div class=\"mpu-inject hide-for-medium-up\">\n<div class=\"mpu-ad advert\"><\/div>\n<\/p><\/div>\n<p>\u2018The Chinese are less considered in the premium segment for the moment, at least in our main markets, and the Germans\u00a0are still the ones\u00a0with the dominant position.\u00a0<\/p>\n<p>\u2018I know there are a lot of brands coming and which want to position against themselves against\u00a0the\u00a0Germans and us. But our customers are less interested in the Chinese brands.\u2019\u00a0<\/p>\n<p>DS has long prioritised its designs as the main reason\u00a0you\u2019d\u00a0buy\u00a0its\u00a0cars,\u00a0and\u00a0that\u2019s\u00a0something it continues to channel with the rather bold look of models like its No.7 and\u00a0<a href=\"https:\/\/www.carmagazine.co.uk\/car-reviews\/ds\/ds-no-8-coupe-suv\/\" target=\"_blank\" rel=\"noreferrer noopener\">No.8<\/a> (pictured above)\u00a0especially.\u00a0\u00a0<\/p>\n<p>Despite this, its sales paint a poor picture in the UK. DS registered just 112 cars in the first six months of 2026, despite introducing a refreshed version of the\u00a0<a href=\"https:\/\/www.carmagazine.co.uk\/car-reviews\/ds\/no-4\/\" target=\"_blank\" rel=\"noreferrer noopener\">No.4 hatchback<\/a>\u00a0and the new No.8. Compare that to\u00a0Jaecoo, for example, which registered more than 34,000 cars in the same period, and from the same number of models, and it\u00a0doesn\u2019t\u00a0make the best of reading within Stellantis.\u00a0\u00a0<\/p>\n<div class=\"mpu-inject show-for-medium-up hide-for-xlarge-up\">\n<div class=\"mpu-ad advert\"><\/div>\n<\/p><\/div>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/car-images.bauersecure.com\/wp-images\/267497\/480x0\/091-jaecoo-7.jpg?scale=down\" alt class=\"wp-image-267506\" data-interchange=\"[https:\/\/car-images.bauersecure.com\/wp-images\/267497\/480x0\/091-jaecoo-7.jpg?scale=down, (default)], [https:\/\/car-images.bauersecure.com\/wp-images\/267497\/720x0\/091-jaecoo-7.jpg?scale=down, (medium)], [https:\/\/car-images.bauersecure.com\/wp-images\/267497\/1040x0\/091-jaecoo-7.jpg?scale=down, (large)]\"><\/figure>\n<div class=\"mpu-inject hide-for-medium-up\">\n<div class=\"mpu-ad advert\"><\/div>\n<\/p><\/div>\n<p>\u2018We still have our own voice,\u2019 says Schaeffer. \u2018Chinese\u00a0brands\u00a0are for sure offering good cars, and there are competitors\u00a0we are\u00a0looking at very carefully, but\u00a0they\u2019remore clinical and less emotional than we are bringing.\u00a0\u00a0<\/p>\n<p>\u2018Our customers are looking for something they\u00a0don\u2019t\u00a0find in other cars.\u00a0That\u2019s\u00a0a way of differentiation from both our German and Chinese competitors.\u2019\u00a0<\/p>\n<p>The product manager also criticised certain Chinese brands for \u2018cloning other\u00a0cars\u2019, and\u00a0said it was a weakness\u00a0of them.\u00a0<\/p>\n<p>\u2018The Germans still define the premium segment, but if someone buys a DS\u00a0it\u2019s\u00a0because they want something different. The generic approach of the Chinese brands, which are cloning other cars, is\u00a0probably a\u00a0weakness of them and,\u00a0at least,\u00a0for our customers who are looking for this individualisation.\u2019\u00a0\u00a0<\/p>\n<\/p><\/div>\n<aside class=\"about-author\">\n<h2 class=\"about-author-heading\">About the author<\/h2>\n<div class=\"about-author-inner\">\n<div class=\"main-author-summary-container\">\n\t\t\t<a class=\"main-author-image\" href=\"https:\/\/www.carmagazine.co.uk\/author\/ted-welford\/\" target=\"_blank\" style=\"background-image: url(https:\/\/car-images.bauersecure.com\/wp-images\/179402\/120x120\/ted_welford.jpg?quality=90)\"><\/a><\/p>\n<div class=\"main-author-name-container\">\n<div class=\"main-author-name\"><a href=\"https:\/\/www.carmagazine.co.uk\/author\/ted-welford\/\">Ted Welford<\/a><\/div>\n<div class=\"main-author-job-title\">New Cars Editor<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p class=\"main-author-byline\">New cars editor, car reviewer, news hound, avid car detailer<\/p>\n<\/p><\/div>\n<\/aside><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"column show-for-xlarge-up xlarge-2 xlarge-pull-10\">\n<figure class=\"author-info clearfix\">\n<p>\t\t\t<a class=\"author-image\" href=\"https:\/\/www.carmagazine.co.uk\/author\/ted-welford\/\" target=\"_blank\" style=\"background-image: url(https:\/\/car-images.bauersecure.com\/wp-images\/179402\/85x85\/ted_welford.jpg?quality=90)\"><\/a><figcaption>\n<p class=\"author-name\">\n\t\t\tBy <a href=\"https:\/\/www.carmagazine.co.uk\/author\/ted-welford\/\">Ted Welford<\/a>\n\t\t<\/p>\n<p class=\"author-quote\">New cars editor for CAR and Parkers. Loves a car auction. 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