Citroën's new boss, Thierry Koskas, has a clear vision for the brand: simplicity and accessibility. To achieve a 5% market share, Koskas is introducing a bold and innovative strategy, which he outlined in a recent interview with Top Gear magazine.
This simplified approach aims to reduce complexity for customers and streamline production. The new Ë-C3 electric city car is a perfect example, with a limited but well-defined range and a single variant petrol version. Koskas says: "We don't want life to be complicated. There are only two versions and a choice of colours. We've done away with the configurator". This philosophy will be extended across the Citroën range with the introduction of the new C3 and C3 Aircross, both designed to offer economical and practical options without compromising on comfort or space.
In 2025, Citroën plans a "deep facelift" for the C4, including mild-hybrid and all-electric versions, marking a new face for the brand. The C5 Aircross, also expected in 2025, will share a platform with the Peugeot 3008 and will be available in electric, mild hybrid and PHEV versions. "We really want the C5 Aircross to be 100% electric. We missed that". Thierry Koskas stresses the importance of innovation while maintaining user-friendliness, without overloading the vehicles with superfluous technology. "We integrate features that customers need, but our cars are not a technological Christmas tree." Thierry Koskas insists that Citroën's vehicles will integrate the necessary functions without getting into a frenetic race for technology. He rejects the idea of giant screens and superfluous gadgets in favour of practical and easy-to-use solutions, but the Citroën boss is not content with reinventing Citroën's current offer, he also announces revolutionary models for the future. The brand that has long been synonymous with innovation, with iconic models such as the 2CV, will continue to strive for originality, but within a more pragmatic framework.
A courageous and balanced market strategy
The Citroën boss is determined to maintain fixed prices for Citroën vehicles, without discounts for fleets or skilled negotiators, in order to stabilise residual values and make monthly leasing payments more affordable. "We want fixed prices and we are on the right track. Discounts mean making a fool of ourselves with stock. This pragmatic approach is designed to strengthen customer confidence and improve brand perception. Citroën is also preparing for competition from Chinese manufacturers by emphasising the robustness of its dealer network, customer confidence and the strength of the Stellantis group. "We are well positioned. We have few competitors for the C3 at the moment," says Thierry Koskas, who is confident in the strategy adopted by Citroën.
Finally, Citroën's commitment to electric vehicles is bearing fruit, with optimistic forecasts for orders for the new C3 in France and Italy, where around 60% of initial orders are for electric versions. Thierry Koskas is confident about the rapid evolution of technology and costs, recalling his experience at Renault with the Zoé: "It's incredible to see how technology and costs have evolved. The ë-C3, for example, is priced at €23,300 for a range of 320 km, a perfect illustration of the progress made in affordable electric vehicles. Citroën's strategy is based on simplicity, innovation and accessibility, values that should enable the brand to stand out in an increasingly competitive market and achieve Thierry Koskas' goal of a 5% market share.
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