By setting up in India, Citroën not only aims to gain a foothold in a market that is set to become one of the world's largest, but also to develop its sales in neighbouring countries, in line with its internationalisation strategy aimed at reducing its dependence on "Europe". A few months after the launch of the new C3 in India, the first models destined for other markets in the region were exported.
With a factory in Thiruvallur, Citroën has always said that this factory would supply the Indian market but also allow the brand to sell cars in ASEAN and African countries where right-hand drive is required. Thus, nine months after the launch of the new C3 on the Indian market and the signing of an agreement with the port of Kamarajar, the first units of the C3 were probably sent to Indonesia, where the brand announced its return in October 2022.
A few days ago, Citroën celebrated the start of exports at the port of Kamarajar with a first batch of around thirty new C3s, which are set to conquer the Indonesian market after the brand launched the marketing of its versatile small sedan.
With this export launch, Citroën will be able to market the C3 in the 10 ASEAN countries (in particular Indonesia, Vietnam, Thailand, the Philippines, Cambodia, Singapore and Malaysia) as well as in right-hand-drive African countries, enabling the brand to significantly increase its presence in these countries with an accessible vehicle that meets the needs of local consumers.
In conclusion, Citroën's strategy for India has become much clearer with the start of exports, as the brand has sought to create a technical base in India that will allow it to supply the local market, but also to develop in the countries of the region, thus avoiding the import taxes imposed by the ASEAN trade agreements. Citroën will therefore be able to develop its presence and sales with the C3 to start with, soon to be joined by the C3 Aircross (which will be presented on 27 April) and then the hatchback in 2024.
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