Citroën: a positive assessment in Spain and strong ambitions for 2025

With 60,275 units sold on the Spanish market in 2024, Citroën has had a good year, especially in the commercial vehicle segment, with an increase of 31%. However, the brand faces many challenges in 2025, but also has great ambitions thanks to an almost completely renewed range.

2024 Review: Utility vehicles on the rise, challenges for passenger cars.

In 2024, Citroën recorded 60,275 registrations in Spain, representing a market share of 5.1%. This result places the brand in seventh place on the overall market, confirming its position in a highly competitive sector.

Utility vehicles played a major role in this performance, with 21,800 units sold, an increase of 31% over the previous year. The bestselling Berlingo van propelled the brand to second place in this market. This illustrates the relevance of the recently renewed utility range, which is adapted to the different needs of professionals.

The situation in the passenger car segment was more complex. Sales fell by 8.9% year-on-year, partly due to the absence of the C3 and C3 Aircross models in the second half of the year, which penalised the range. However, the brand had notable successes: the Citroën C4 remained the best-selling compact hatchback in Spain, an achievement that strengthens its position in a highly competitive segment. In addition, the Ami has consolidated its popularity with 2,200 units sold since its launch in 2020, demonstrating the growing interest in alternative urban mobility solutions.

Nuno Coutinho, General Manager of Citroën Spain and Portugal, stressed that the brand's overall performance is based on its ability to adapt to market changes while maintaining a clear strategic vision: "2024 has shown that we are able to meet the expectations of professional customers, but there is still a lot to do to win back private individuals."

Clear ambitions for 2025: winning back private customers.

Citroën aims to increase its share of private sales, which will represent only 23.59% of its sales in 2024, compared to 30% in 2023. This decline reflects the challenges faced by the brand, but it also represents an opportunity to improve its performance in this strategic channel. CEO Nuno Coutinho says: "It is clear that we need to increase our presence in the private market. Our target for 2025 would be to reach 30%".

The early signs for 2025 are encouraging, with a 70% increase in orders from private customers at the start of the year. This momentum should accelerate with the imminent arrival of new key models, including the redesigned C3 Aircross and C4/C4 X, which will be available in the coming weeks.

At the same time, Citroën is focusing on strong initiatives to restore customer confidence. Citroën is now offering an extended warranty of up to eight years or 160,000 km to address concerns about PureTech engines and AdBlue tanks. This measure is accompanied by a dedicated platform for the reimbursement of previous repairs, demonstrating the brand's commitment to its customers.

Electrification in full swing

In 2024, 32% of orders for the new Citroën C3 were for electric vehicles, a figure that rose to 51% for companies. This trend confirms Citroën's strategy of offering accessible electric vehicles with a competitive starting price of 15,590 euros (including Moves aid). This attractive price positioning, combined with an equivalent financing policy for thermal and electric versions, has boosted sales.

For 2025, the brand aims to increase the share of electric vehicles in its overall mix from 3.77% to 10%. This evolution is based on the launch of new models, such as the evolution of the Ami and the launch in April of the new two-seater electric C3, which I will tell you about shortly.

CEO Nuno Coutinho also highlighted the potential impact of the removal of the Moves III subsidy, which supported the purchase of electric vehicles in Spain. "We need to think about the implications of this decision and find ways to maintain our competitiveness in this strategic segment," he said. Despite this challenge, Citroën remains confident in the relevance of its electric offer to attract both private and professional customers.

Although its overall market share fell to 5.1% (compared to a historical average of 7%), in 2024 Citroën confirmed its strength in the utility segment and its ability to adapt to market developments. The positive sales results of the C4 and Ami, as well as the growing momentum of orders at the beginning of 2025, demonstrate the brand's good health. With a renewed range, increasing electrification and clear initiatives to win back a specific clientele, Citroën seems poised to make 2025 a year of significant recovery. Nuno Coutinho emphasises: "We have every reason to believe that 2025 will mark a new stage in our development, thanks to a relevant offer adapted to consumer needs."