Citroën at Tokyo Auto Salon 2026: a historic premiere for Stellantis

The year 2026 begins with a major announcement for the global automotive landscape: for the first time ever, Stellantis Japan will participate in the prestigious Tokyo Auto Salon. This event, an institution in the land of the Rising Sun, will feature the three French brands of the group: Peugeot, DS Automobiles, and, of course, Citroën. This joint presence highlights the group’s determination to reaffirm its identity and expertise in a market that is as demanding as it is passionate. This premier event will allow these French brands to showcase brand-new models, confirming Japan's strategic importance in Stellantis' global growth.

Tokyo Auto Salon: where passion meets lifestyle

From Friday, January 9 to Sunday, January 11, 2026, the Makuhari Messe convention center in Chiba will host this legendary event. The Tokyo Auto Salon is unique; unlike a traditional motor show, it is deeply rooted in custom car culture, where cutting-edge technology, electrification, and motorsport meet automotive "lifestyle" trends.

For Citroën, exhibiting in such a setting is a golden opportunity. The Japanese public, known for their appreciation of French aesthetics and the unique comfort provided by Citroën Advanced Comfort technology, will discover the vehicles through a new lens. Over three days, Stellantis Japan aims to showcase the unique appeal of its French brands to a broader audience, moving beyond traditional dealership circles to reach true enthusiasts.

Citroën in the spotlight: from the iconic Berlingo to the new C3

While some surprises remain under wraps, Citroën is set to be a cornerstone of the exhibition. Early previews confirm the presence of the Citroën Berlingo, a vehicle that has achieved genuine cult status in Japan. Practical, spacious, and featuring a design that stands out from local production, the Berlingo has become a flagship for the brand, appealing to families and outdoor enthusiasts alike.

However, another major novelty will accompany the leisure activity vehicle. Evidence suggests it will be the new Citroën C3, which recently entered the Japanese market. This new generation, featuring a hybrid powertrain, is a key asset for the brand. In a country where hybridization is standard, the C3 Hybrid 110 joins the C4 and Berlingo to drive sales growth. Combining urban agility with SUV-inspired styling, the C3 is perfectly tailored for Japanese city dwellers seeking distinction and energy efficiency.

A strategic turning point in Japan

Stellantis' first-ever participation in the Tokyo Auto Salon 2026 signals a significant strategic shift. By choosing an event dedicated to passion and customization, the group aims to win over a public that values exclusivity and character. While Peugeot and DS Automobiles will bring French sportiness and luxury to the stand, Citroën will be the most represented brand.

With two key models on display, including the fan-favorite Berlingo, Citroën is proving it has the right tools to charm Japanese customers. This offensive at Makuhari Messe marks the beginning of a new era where Citroën’s friendliness and bold style are set to strengthen its long-term market presence in Japan.