Citroën continues to strengthen its presence in the Indian market with the launch of a new limited edition of the C3 Aircross, called the "Dhoni Edition", in homage to Mahendra Singh Dhoni, the iconic cricketer and brand ambassador. This special edition marks a new stage in Citroën's strategy in India to consolidate its position and increase its visibility through strategic partnerships and innovative marketing initiatives. The launch of this limited series is part of a broader approach by the brand, already illustrated by the "Do What Matters" campaign and a series of announcements since the beginning of the year.
Citroën and Dhoni: a prestigious partnership
The C3 Aircross Dhoni Edition features unique design elements and exclusive equipment. Limited to just 100 units, this model is available from Rs. 11.82 lakh (ex-showroom). Shishir Mishra, Brand Director, Citroën India said, "We are delighted to unveil the exclusive Dhoni Edition of the C3 Aircross, available in a limited series of just 100 units. Our brand ambassador, Dhoni, embodies resilience, leadership and excellence, all qualities that align perfectly with Citroën's commitment to delivering exceptional experiences. This rare and limited edition is a unique tribute to Dhoni's legendary journey and offers fans an unprecedented opportunity to own a piece of automotive history. "
The partnership with Dhoni aims to capitalise on the cricketer's popularity to increase awareness of Citroën in India. This marketing effort follows the "Do What Matters" campaign, which has already helped strengthen the brand's image in this competitive market. The Dhoni Edition, with its exclusive features such as "Dhoni" stickers, matching seat covers, seat belt cushions, front dashboard camera and illuminated door sills, offers a unique driving experience for cricket fans and car enthusiasts.
A limited edition full of surprises
In addition to its aesthetic features, each C3 Aircross Dhoni Edition includes a special 'Dhoni goodie' in the glove compartment, and one of the 100 units will even include a glove signed by Dhoni himself. This symbolic gesture adds a touch of personalisation and exclusivity, making each car even more special to its owners. Configuration options include 5-seat and 7-seat versions, as well as manual and automatic transmissions.
Mechanically, the Dhoni Edition retains the specifications of the standard model with a 1.2-litre 3-cylinder turbocharged petrol engine producing 110 bhp and 190 Nm of torque. Customers can choose between a 6-speed manual and a 6-speed automatic transmission, the latter offering a higher torque of 210 Nm thanks to its torque converter.
This launch is part of a series of initiatives by Citroën to consolidate its presence in India. Since the beginning of the year, the brand has stepped up its announcements and activities to attract the attention of Indian consumers. In April, Citroën announced ambitious plans to develop its distribution network and increase local production. The launch of the Dhoni Limited Edition is another step in this strategy, which aims to associate the brand with influential personalities and offer attractive and personalised products for the Indian market.
A bright future for Citroën in India
With this limited edition model, Citroën is not only celebrating a legendary cricketer, but also strengthening its marketing and communication strategy in India. By associating its image with that of Mahendra Singh Dhoni, Citroën aims to reach a wide audience of cricket enthusiasts, while underlining its commitment to offering premium quality vehicles with a unique personal touch. The success of this limited edition could well pave the way for other similar initiatives as the brand continues to strengthen its presence in the Indian market.
In conclusion, the launch of the C3 Aircross Dhoni Edition is a perfect example of how Citroën is using strategic partnerships to increase its visibility and appeal in India. With exclusive features and a personal touch, this limited edition promises to appeal to both Dhoni fans and car enthusiasts, while strengthening Citroën's presence in this key market.
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