Citroën: a new vision for an accessible and bold brand

After months, if not years, of rumours that Citroën was going to become a low-cost brand, without defining exactly what such a positioning is, the brand has put an end to these rumours with the presentation of the new C3 and C3 Aircross, as well as with the statements made by Thierry Koskas, which indicate that Citroën wants to be a popular brand, accessible to as many people as possible, in direct competition with Dacia, and only in this market segment.

However, as I told you a few days ago, if Citroën is taking direct aim at Dacia, it is not doing so in the same way, each offering its own vision of a popular and accessible brand. For Citroën, this positioning does not put an end to style, comfort or even audacity, but seeks to offer what is really useful in a car, while avoiding unnecessary frills that make cars more expensive.

This new philosophy is embodied in the latest C3 and C3 Aircross, whose starting prices are extremely well placed and often close to those of Dacia, which is forced to compete. However, beyond these basic versions, which are often considered as entry-level prices but sold relatively few, Citroën offers a new commercial policy resulting in very competitive prices.

Aggressive pricing

Indeed, Citroën had already made a strong move with the presentation of the ë-C3, whose base price allows it to fall below €20,000, excluding state aid, a unique offer on the market as it does not compromise on equipment, autonomy or even comfort. But the brand went even further when it opened orders for the C3 thermal, whose base price is less than 15,000 euros, or 1,600 euros less than the previous generation with a more powerful engine and a higher level of equipment. The same applies to the higher trim levels, Max and, more recently, You Pack Plus, which are offered at much lower prices than the previous versions, up to €4,000 less for a C3 Max, previously offered at €23,350 and now sold at €19,200.

Likewise, the new C3 Aircross competes directly with the new Dacia Duster on the entry-level version with a price set at €19,690, while the current generation, still in the catalogue for a few weeks, sees its prices start at €24,400. € or almost €5,000 difference. It is also possible to check this on the other versions, since the new C3 Aircross, in Max version and with 136 hybrid engine, is offered from 27,600 €, almost 3,000 € less than the current generation with a thermal engine. pure.

The surprising thing about Citroën's proposals is that they are not detrimental to the car, and the latest C3 and C3 Aircross clearly show how much the brand has tried to make savings where they were not visible, but wisely put the money where it was needed. Above all, Citroën has made no cuts to the level of equipment, technology, engines or even comfort, as the brand offers the best in these areas and focuses on the useful. . The C3, like the C3 Aircross, offers an optimal level of safety equipment and first-class comfort, thanks to the Advanced Comfort seats and suspension, a first in its segment, as well as efficient thermal, hybrid and electric engines.

Although Citroën offers significantly more accessible prices than previous versions, this new positioning is not to the detriment of customers, who will always be able to benefit from a large multimedia screen, modern, useful and efficient technology. and market-leading engines.

To conclude, to say that Citroën is becoming a low-cost brand is therefore exaggerated and factually incorrect, as the brand's latest products meet the expectations of their segment in every respect, without requiring any compromise on the part of their owners. This new positioning shows what Citroën means by a popular brand, accessible and close to the people, but not forgetting to offer style and daring, you will see it again in a few days, Citroën never ceases to amaze us.