Car prices: how Citroën is going against the grain to support customers

A recent study by insurer Leocare sheds light on a reality many of us experience daily: while the automobile remains essential for a majority of people, it is increasingly perceived as a genuine luxury. This observation is far from anecdotal; it provides a crucial key to understanding the current tensions in the automotive market, particularly in countries like France where sales figures are declining. Faced with this complex situation, it is fascinating to see how a brand like Citroën, true to its DNA, is providing concrete and audacious answers. I would like to delve into this underlying trend and analyze how our favorite brand's strategy is proving to be not only right but, above all, necessary.

The car: an essential luxury

The Leocare study, conducted with a representative sample of 1,000 people, paints an unequivocal picture of our relationship with the automobile. For 63% of French respondents, owning a car is simply indispensable. This massive figure underscores the central role of the car in our society, whether for professional, family, or social reasons. However, this fundamental need is clashing head-on with an increasingly restrictive economic reality. Soaring inflation on consumer goods and energy has significantly impacted household budgets, and the automotive sector is no exception. The study reveals that 50% of those surveyed have already had to abandon the purchase of a new car because its price was deemed too high.

This tension lies at the heart of the current issue. While 54% of people consider their car an essential tool for their daily lives, a significant portion, 36% to be precise, admit to having no credible alternatives for their transportation needs. Public transport, often cited as a solution, does not always meet the specific needs of different regions or lifestyles. In this context, the car is no longer a choice but a necessity one must endure. The study's conclusion is stark: for a majority of consumers, the automobile is now considered a luxury. This powerful statement highlights the validity of Citroën's strategy, which has chosen to place accessibility back at the core of its concerns.

Citroën: the curage to give the car back to the people

Since the launch of the fourth-generation C3, and more recently with the new C3 Aircross, I have observed with great interest that Citroën is making a welcome return to its roots. The brand has reaffirmed its historic positioning, the one intended by its founder André Citroën: to make mobility accessible to the greatest number of people. In a move that goes against nearly all other manufacturers, who have succumbed to the temptation of a race for often superfluous technology and upmarket positioning resulting in exploding prices, Citroën has made the opposite choice. A courageous choice, and I mean that sincerely. The brand has drastically reduced the selling price of its flagship models.

The most striking example is the C3, whose starting price has dropped by nearly €5,000 between the old and new generations. The same applies to the C3 Aircross, which is following a similar path. What is remarkable about this approach is that this price reduction has not come at the expense of anything essential. The style is modern and assertive. The equipment, focused on what truly matters to users, meets today's expectations. The comfort, an emblematic signature of Citroën, even reaches new heights with the widespread use of Progressive Hydraulic Cushions suspension. Finally, the electrified powertrains, including the highly anticipated ë-C3, prove that affordability can go hand in hand with modernity and environmental respect. This is a major development that demonstrates, once again, that the brand has seen things clearly. It has successfully analyzed the subtle signals from society, understood the deep-seated expectations of motorists, and responded with strength and relevance.

In conclusion, the Leocare study only confirms a major trend, already observed in a German study that highlighted the same effects. The continuous rise in new car prices is creating a social divide, permanently distancing the working and middle classes from access to a new, safe, and less polluting vehicle. Sales figures across Europe clearly show this. In this sometimes somber landscape, the fact that Citroën is the only mainstream brand to have revised its prices downward, and so significantly, should be a source of immense pride for us, the Citroën enthusiasts. This is not just a commercial strategy; it is a civic stance. And success is proving them right: the number of orders for the new C3 and C3 Aircross confirms that this humane and pragmatic approach is not only the right one but was long-awaited by thousands of Europeans.