Citroën and "Bashing": Decoding a Turbulent Period for the Chevrons

For some time now, and particularly since the launch of its new C3, Citroën has seemingly become the target of a phenomenon some describe as "bashing," especially within France. Criticism, at times quite sharp, has proliferated, casting a shadow over the initiatives of the brand знаменитый своими шевронами (famous for its chevrons). The recent change at its helm, with Thierry Koskas being replaced by Xavier Chardon, has provided a new line of attack for certain press outlets, quick to highlight Citroën's supposed difficulties. This article aims to analyze this situation with a degree of detachment, untangling facts from perceptions and assessing the real challenges for the brand.

A new captain at the helm amidst frequent changes

The arrival of Xavier Chardon as the head of Citroën, succeeding Thierry Koskas who held the position since early 2023 while also heading Stellantis' global sales and marketing, marks a new chapter for the manufacturer. This change, the third in nearly five years if Vincent Cobée's tenure starting in January 2020 is included, has certainly generated commentary. Several media outlets were quick to paint an alarming picture, highlighting Citroën's "great disarray" and the considerable challenges awaiting the new leader, as exemplified by an Auto Infos headline pointing to "Four bosses in five years." While such frequent top-level changes can legitimately raise questions about stability and long-term vision, it is crucial to place this situation within the broader context of Stellantis itself. Indeed, this dynamic is not exclusive to Citroën. The DS Automobiles brand has also seen three CEOs since 2020: Béatrice Foucher (2020-2023), followed by Olivier François (who combined this role with his responsibilities at Fiat and as Stellantis' global CMO, effectively from 2023 to early 2025), and now Xavier Peugeot. Similarly, Peugeot has been led by Jean-Philippe Imparato until 2021 (who then went on to lead Alfa Romeo, then Pro One, and finally Stellantis Europe in 2024), Linda Jackson (2021 until early 2025), and recently Alain Favey. This broader perspective suggests that managerial reorganizations are a reality for several brands within the group, and singling out Citroën for specific instability would be a partial analysis. Undeniably, continuity fosters serenity, but these adjustments can also reflect strategic adaptation in a rapidly evolving automotive sector.

"Citroën Bashing": a perception amplified by certain media episodes

The notion of "Citroën Bashing" is not merely a figment of the imagination. Thierry Koskas himself, during the presentation of the new C5 Aircross, publicly addressed this sometimes unfavorable media treatment, indicating that this perception is indeed felt within the brand. This sentiment particularly crystallized around the launch of the new Citroën C3. The automotive press, especially in France, extensively reported on the initial few bugs encountered by the electric city car, sometimes with notable insistence. Isolated incidents, such as an ë-C3 immobilizing itself at a roundabout and refusing to restart for thirty minutes, became the subject of multiple articles (as seen in L'Automobile Magazine, La Provence, or Autoplus), fueling a narrative of technical difficulties. It is undeniable that any new model can experience teething problems. However, what is striking is the difference in media treatment compared to similar situations with other manufacturers. For instance, Renault orchestrated a significant recall for its new electric R5 due to issues that could lead to unexpected stops, a fact documented by the Leocare website, which mentioned risks of engine cut-off. Yet, the media coverage of these issues with the R5 seems to have been significantly less intense and critical than that reserved for the C3 for problems of a comparable nature. This disparity in treatment is questionable and legitimately fuels the idea of a particularly harsh, if not somewhat relentless, scrutiny towards Citroën.

It would be naive to deny the challenges that Citroën, like other manufacturers, has faced. Issues related to the reliability of certain PureTech engines or the massive recalls concerning Takata airbags have undoubtedly affected the brand's image, although it must be stressed that Citroën was not the sole party involved in these two industry-wide affairs. However, beyond these established facts, a trend of "Citroën bashing" is particularly visible in certain French automotive media outlets. This critical focus appears to be applied more acutely to models like the C3 and C3 Aircross. In contrast, reviews of the C4 and C5 Aircross, for example, often seem more measured, even positive, highlighting their comfort and spaciousness. A question then arises: is it a mere coincidence that the C3 and C3 Aircross are positioned as direct competitors to Dacia models, particularly in terms of aggressive pricing policy and value proposition? The accessible vehicle segment is fiercely contested, and it is plausible that competitive pressure might, in one way or another, influence perception and media coverage. For Citroën, the challenge is twofold: to continue addressing technical and quality issues rigorously, while also working to restore an image that has sometimes been unfairly tarnished. The new leadership will have the task of navigating these complex waters, drawing on the brand's heritage of innovation and comfort to chart an optimistic course for the future. Citroën's resilience and adaptability will be key assets in overcoming this period and fully regaining the trust of the public and observers alike.