Citroën at the 2026 Brussels Motor Show: Focus on C5 Aircross and ELO Concept

The opening of the automotive year now coincides with an event that has become essential: the Brussels Motor Show. In a landscape where major international events are becoming rarer or changing formats, the 2026 edition confirms the exceptional rise of the Belgian meeting. With the Paris Motor Show only taking place every two years, Brussels has seized the opportunity to become, through its attendance and density, the largest automotive show in Europe.

This year, the excitement is palpable. All the halls of Brussels Expo are fully booked, driven by robust market dynamics and the record attendance of the previous edition. For manufacturers, being present in Brussels is no longer just an option; it is a strategic necessity. The Citroën brand has understood this perfectly, investing in the venue with renewed ambition and a stand that has many assets to appeal to a wide audience, made up of long-time enthusiasts as well as drivers looking for concrete mobility solutions.

A radiant Citroën stand in the heart of hall 5

Located in Hall 5, alongside other brands of the Stellantis group and the Renault group, Citroën benefits from a prime location. Thanks to a clever configuration allowing for two large display walls, the brand stands out immediately. The choice of Citroën Red, bright and identifiable, offers optimal visibility to visitors. This strong visual identity marks the return of a strong physical presence in trade shows, at a time when the rationalization of stand costs has become the norm.

The centerpiece of this exhibition is undoubtedly the ELO concept. Presented as a public world premiere, this prototype is strategically positioned at the edge of the central aisle. With its doors unfolded offering maximum opening, it literally invites visitors to enter its cabin. A true "Swiss Army Knife" of mobility, the ELO concept demonstrates astonishing modularity and generous space despite its compact size. Alongside it, the new C5 Aircross asserts its stature as the flagship of the range.

The rest of the exhibition is equally interesting. Visitors can discover the C3 and C3 Aircross, which for the occasion feature Color Clips in the colors of the Belgian flag. This detail, although discreet, illustrates the relevance of Citroën's personalization strategy, allowing the vehicle to be adapted without impacting the resale value. The C4, in its Collection trim, also adopts these national touches, while a restyled version of the Ami catches the eye of younger visitors. We also note the notable return of the Berlingo with internal combustion engines and the presence, albeit more discreet in the background, of the Formula E car that was victorious at the last Mexico e-Prix.

2026 Car of the Year: the C5 Aircross just below the podium

The Brussels Motor Show is traditionally the stage for the announcement of the results of the Car of the Year (COTY) award, the most prestigious trophy in the sector in Europe. For this 2026 edition, Citroën had serious hopes for the new C5 Aircross, being among the seven finalists. After rigorous tests conducted by the jury, notably at the Balocco site, the verdict was delivered.

The Mercedes CLA won the title of Car of the Year 2026. This victory is historical for the brand with the star: it is its first coronation since 1974, the year the Mercedes 450 SE (W116) was distinguished. The new C5 Aircross finished in an honorable fourth position, missing the podium by only one point. It ranks behind the Mercedes CLA, the Skoda Elroq, and the Kia EV4, but ahead of the Fiat Grande Panda, the Dacia Bigster, and the Renault 4.

It is important to emphasize that while this recognition is prestigious for the brand's image, it remains primarily symbolic. Historically, the Car of the Year title is not an infallible indicator of commercial success. For the C5 Aircross, the essential lies in the public's reception and its ability to meet the needs of families. This second consecutive final for Citroën, after the C3 in 2024, nevertheless confirms the return to the forefront of the creativity and technical relevance of the brand's products.

A conquest dynamic for 2026

The overall assessment of this presence at the Brussels Motor Show is resolutely positive for Citroën. By taking advantage of the media and popular exposure of this event, the brand has been able to highlight a coherent, renewed, and above all, very pragmatic range. The boldness embodied by the ELO concept, combined with the technological maturity of the C5 Aircross, shows a combative brand that does not renounce its DNA: useful innovation.

The impact of this show goes beyond just the brand image. In Belgium, the show period is crucial as it represents approximately 40% of annual private sales in the first months of the year alone. The success met on the Citroën stand during these ten days will therefore be a major indicator for the brand's commercial performance in 2026. With a diversified offer including the expected return of combustion engines and a solid electric offensive, Citroën seems ready to meet the challenges of this new automotive year.