Caravan Salon 2025: The Absence of the Citroën Holidays, a puzzling strategy from Stellantis

In the automotive industry, certain strategic decisions can be perplexing, sometimes appearing to defy all commercial logic. The 2025 edition of the Caravan Salon in Düsseldorf, which opens its doors today, provides a perfect illustration of this. While Stellantis has a significant presence to promote its leisure vehicle lineup, the glaring absence of the much-anticipated Citroën Holidays from its stand is truly surprising. This is a difficult decision to comprehend, as this model represents a major step forward for both the brand and the group.pe.

Stellantis Pro One is out in force, but a key player is missing

From August 29 to September 7, 2025, Düsseldorf becomes the global capital of mobile travel for the Caravan Salon, Europe's largest trade fair for leisure vehicles. Across a sprawling 250,000 square meters, over 750 exhibitors unveil their latest innovations. Naturally, Stellantis, a major player in this segment, has a prominent presence. Under its "Stellantis Pro One" banner in Hall 16 (Stand B41), the group is showcasing its vision for the market. The display is robust and diverse, reflecting the combined strength of its brands. Visitors can explore popular conversion bases like the Peugeot Boxer, shown here in Thunder Grey with a 140 hp 2.2 BlueHDi engine and an eight-speed automatic transmission, loaded with advanced features. Citroën, true to its reputation for comfort and versatility, is highlighting a Jumpy van in the TL (Tempo Libero) version, finished in Perla-Nera Black. Powered by the 144 hp 2.0 BlueHDi engine, this model is particularly well-appointed with 17-inch alloy wheels, a 10-inch touchscreen, and numerous driver aids, making it an excellent foundation for converters. Alongside these versatile vans, the group also presents its electric micro-mobility solutions: the playful Citroën Ami Buggy and the stylish Fiat Topolino Dolcevita, perfect companions for local trips at a vacation destination. However, amidst this impressive display of force, a significant omission raises profound questions among industry observers and enthusiasts.

The elusive Citroën Holidays in Düsseldorf

Just when all eyes were on the expected public debut of the Citroën Holidays, the vehicle is conspicuously absent. This situation is paradoxical, to say the least. The Holidays is not just another vehicle in the lineup; it is the very first camper van to be directly converted and sold by Stellantis, with the Citroën brand holding exclusivity for this strategic launch. It embodies a new ambition for the group in the booming camper van market. Its presence at the Caravan Salon, the essential gathering for end customers and industry professionals, therefore seemed not only logical but absolutely crucial. The lack of understanding deepens when one sees what Stellantis has chosen to feature instead: Fiat Professional Ducato powertrains displayed in a "Back2Back" configuration. This solution, while industrially clever, involves joining two cabin units on a temporary chassis to facilitate their shipment to specialized coachbuilders. It is a technical exhibit, aimed at conversion professionals, which holds little interest for the average visitor or potential customer dreaming of their future getaways. Showcasing a logistical solution that is invisible to the final customer while hiding a finished, desirable, and eagerly awaited product is a strategic absurdity.

In conclusion, the choices made by Stellantis for the 2025 Caravan Salon leave an impression of incompleteness and sow doubt. How can one reasonably pass up such a prime showcase for the launch of a product as emblematic as the Citroën Holidays? To prefer displaying an industrial solution like "Back2Back," which motorhome buyers will never see, over a vehicle ready for adventure, is a decision that defies all marketing logic. Europe's largest leisure vehicle show was the perfect opportunity to create a buzz, gather public feedback, and secure valuable pre-orders. By choosing not to feature the Citroën Holidays, Stellantis is sending a confusing and disappointing message to brand enthusiasts and potential customers alike. Faced with this missed opportunity, one is entitled to wonder what Stellantis's true strategy is for its new camper van lineup, and whether the group fully grasps the potential of such a promising model.