A recent study has highlighted a striking phenomenon in the French automotive sector: the average age of new car buyers continues to rise, reaching 54 by 2024. This figure has been rising steadily since 1991, when it was 44 years old. However, in the midst of this general trend, Citroën seems to be rising to the challenge by significantly rejuvenating its customer base, notably thanks to the new Citroën C3. Let's take a look at this evolution.
The car market is indeed ageing.
The increase in the average age of buyers is partly explained by the rise in car prices. In 2023, the average price of a new car will be €35,474, an increase of around 50% compared to 2009, when it was €19,000. This rise in cost, combined with increased household spending constraints, is making it increasingly difficult for young people to afford a new car. As a result, brands such as Toyota are attracting an older clientele, with an average age of 59. Conversely, Tesla is targeting younger consumers with an average age of 44. Peugeot, Renault and Dacia remain close to the national average with an average age of 53 to 55.
This trend is not uniform: electric car buyers, for example, are younger than average at 47. This can be explained by their attraction to new technologies and leasing schemes, which are generally aimed at a younger population.
Citroën has undergone a remarkable evolution thanks to the C3.
Traditionally, the brand was perceived as being for seniors, with the average age of buyers being over 60 a few years ago. In 2024, this average age has fallen to 57. However, this profile has changed thanks to the new Citroën C3. The average age of customers for this model is now 55, a figure similar to the national average. Even better, for the electric version of the C3, this age drops to 44 years old, putting it on a par with brands such as Tesla.
According to Philippe Jullien, automotive manager at C-Ways, this transformation is partly due to the social leasing scheme introduced in 2024 to encourage low-income households to buy electric cars. "There was a social leasing effect in 2024," he explains, adding that the average age of the beneficiaries was only 40. This success reflects a well-adapted commercial strategy that allows Citroën to establish itself on the young buyer market while retaining its loyal customer base.
For several years now, Citroën has been trying to rejuvenate its image and diversify its customer base. The results achieved with the C3 prove that this strategy is effective. While the average age of buyers on the global market continues to rise, Citroën has managed to reverse the trend and bring itself into line with the national average. By attracting younger customers, in particular with its electric and leasing offers, the brand confirms that it is no longer reserved for an older clientele.
With a bold approach adapted to economic realities, Citroën is establishing itself as a brand capable of meeting the challenges of a rapidly changing market. The new Citroën C3 marks a turning point in this strategy and could well inspire other players in the sector.
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