Citroën intends to develop its international sales in order to reduce its dependence on Europe, with the aim of increasing non-European sales to 30% of total sales by 2025. In order to achieve this result, the brand is counting on India, but also on Latin America, another strategic zone, and especially on Brazil, where it recorded good performances in 2023.
The end of 2023 has benefited Citroën in Brazil, with solid figures in all segments in which it operates and several awards that strengthen the confidence of customers and specialist critics.
Citroën ended the year with sales up 3.93% to 30,443 units in a market up 9.13% to 1,720,841 units, giving the brand a market share of 1.77% thanks to the new C3, which has become the brand's best-seller. In its first full year on the market, the small Citroën saloon increased sales by 145% to 26,578 units, representing the majority of the brand's sales and placing it in the top 5 in its segment. In fact, the C4 Cactus suffered a huge fall in sales during this period, with a drop of 80% to just 3,674 units sold; the recent arrival of the redesigned version should help for 2024.
The end of the year was also marked by several awards won by the brand, including the prestigious World Urban Car of the Year and Best Buy for cars up to R$75,000 (€14,000) from Quatro Rodas. In addition to these awards, the C3 has also strengthened its range with the introduction of automatic transmission on the Live version, making it the most affordable automatic saloon in Brazil.
Citroën also received an award for the C4 Cactus, which was again named Best Buy in the Compact SUV category by Quatro Rodas magazine. These are products that have been recognised by the specialist press and have won major awards, which should have a positive impact on the brand's sales, especially as it is particularly active in expanding its network and strengthening its after-sales service.
For Herlander Zola, Senior Vice President of Commercial Operations at Stellantis Brazil and Light Commercial Vehicles for South America, "these results consolidate Citroën's strategy in Brazil, with investments in smart and accessible products that meet consumer expectations, as evidenced by the various awards won during the period. Without a doubt, 2024 is off to a good start and looks even more promising for the brand and its customers in the region".
2024 promises to be a good year for Citroën in Brazil, especially as the brand has just launched the new C3 Aircross, which will undoubtedly allow it to significantly strengthen its position on this market. The brand's latest SUV has great qualities, starting with its comfort and spaciousness, while also offering specific features such as a 7-seater version, the only one in this compact SUV segment. The brand will also be able to count on the C3, whose recent developments should allow it to continue its success, as well as the C4 Cactus, which should see a resurgence in sales. Finally, 2024 will be a year of innovation for Citroën, as the brand will offer its first SUV coupé based on the C3 Aircross.