Sector: Lower Medium Price: €20,600–€28,300 Fuel: 3.8–5.9/100km CO2: 100–138g/km

Launching a new automotive brand is a big challenge, and as DS, Infiniti (in Europe) and now Genesis are finding out, launching a premium brand is an even more serious challenge. The dominance of the German premium brands in Europe does not make it any easier for rivals.

DS is a good case in point. While sister brands Peugeot and Citroën increased EU sales by 9.1% and 10.9% in 2015, DS sales fell back by -11.7% to 73,371, against the positive trend for most brands during the year. DS will no doubt be hoping that the new DS 4 and DS 4 Crossback, as well as the new DS3 will help to reverse that trend in 2016.

Recognising the fast growing interest in the crossover and SUV sectors, DS has produced two versions of the new DS 4, one a conventional C-segment five-door hatchback and the other a crossover with 30mm greater ride height. Otherwise the two models share the same basic bodywork and components. Apart from the greater ride height, the Crossback is distinguished by wheel arch trims, different treatments for the front and rear panels, a black rear spoiler and grey roof bars. Both feature LED headlamps, incorporating bi-xenon and LED modules, with LED scrolling direction indicators. Both feature a panoramic windscreen with individual blinds and folding sun shields for the driver and front passenger.

Both feature a seven-inch touch screen for the infotainment system, with some conventional switchgear beneath, so not all the controls are operated by touchscreen buttons. There is a range of option packs with the cars too from assistance to mapping.

DS offers a range of petrol and diesel engines. Petrol variants include the 129hp 1.2-litre three-cylinder (119-20g/km CO2) and a pair of 1.6-litre engines. For the DS4, the 162hp version (130g/km CO2) is mated to a six-speed automatic transmission and the 208hp version (138g/km CO2) with a six-speed manual, just like the three-cylinder engine. The 1.6 and 2.0-litre diesels are likely to feature more with fleet buyers, particularly in CO2 related tax regions. The 1.6-litre engines deliver 118hp, again with a choice of six-speed manual (100-103g/km CO2) or automatic (102-108g/km CO2). The 148hp 2.0-litre engine is offered with manual transmission (100-103g/km CO2) and the 178hp variant with the six-speed auto (115g/km CO2). Engine options may vary in different markets.

Not surprisingly, the Crossback has a slightly more compliant ride. Legroom in the back could be more generous, but it’s around average for the sector and the sculpted front seatbacks help to maximise knee room. The interior has a quality feel to it and it is tastefully appointed. The cars we drove were all equipped with leather seating as standard.

The 178hp diesel auto is a good combination and without a big CO2 penalty for the conventional automatic. Among the diesels, the 150hp variant is arguably the best all-rounder offering a good combination of performance and low emissions. 300Nm of torque ensures that the 118hp engine is also a good drive and it’s the only engine with a choice of either manual or automatic.

The turbo-charged three-cylinder petrol engine is also a sweet performer, better than in some other PSA models I have driven. It can get a bit coarse when pressed hard and fuel consumption is no match for the diesels, but for lower mileage drivers it has a lot going for it.

As is often the case for new cars, there’s too much road noise from the DS4 – it’s slightly better in the Crossback.

Verdict:

DS knows it has work to do to coax buyers out of Audi A3 and Q3 models, for instance. But the new DS4 is a move in the right direction. If DS can keep the quality up and reliability is competitive with premium models, DS could be in with a chance. But there’s more competition in the shape of the Infiniti Q30 and QX30 too. There’s a long road ahead for the company. Can it realise its vision of a return to the glorious French Grand Routières of the 1930s?