Citroën is preparing for a strong comeback after a challenging year in the UK.

While the Citroën brand has seen a recovery in the European market since the summer, one region has lagged behind: the United Kingdom. The brand's performance there remains below expectations, contrasting with the momentum seen on the continent. It is in this context that Greg Taylor, Director of Citroën UK, recently shared his insights. His interview is particularly enlightening, not only explaining the precise reasons for this slowdown but, more importantly, detailing the ambitions—which remain intact—for the coming year, driven by a completely refreshed lineup.

A renewed range that slowed production but is generating interest

The year 2025 has not been a smooth ride for the British subsidiary. Greg Taylor readily admits it: "The year has been quite difficult for the brand so far." However, the reason for this is not a lack of customer interest, but paradoxically, the complete renewal of the product offer. "Over the last 12 months, every single model in the Citroën range has either been heavily facelifted or is brand new," he explains. While this new lineup is a formidable strength for the future, it has "put the group under pressure in terms of production capability."

The direct consequence was a market share that "suffered from product availability." Citroën UK was simply unable to meet potential demand. The good news is that this period appears to be ending. Taylor provides assurance: "as we go into quarter four, we'll see a significant increase in Citroën production for the UK, which will allow us to rebound."

This disciplined management of available stock has, however, made it possible to gauge interest in the new products, especially in the B2B (fleet) market, which is crucial in the UK. Over the last nine months, Taylor notes "a definite uplift in interest from contract hire and leasing companies." The new C3 Aircross and ë-C3 Aircross, for example, are generating traction that the previous generation never achieved.

Meanwhile, the Citroën C3 and ë-C3 are showing remarkable performance in key UK business segments, such as salary sacrifice. The ë-C3, in particular, thanks to its affordable positioning, is "performing as high as any Citroën has ever done" in this niche.

With a historically loyal customer base that the brand does not want to "alienate" with its new designs and technologies, the challenge is twofold. Loyalty must be maintained, but crucially, conquest is essential. "We have to grow our conquest customer base, and that's how we'll grow market share going forward," Taylor emphasizes. Electrification appears to be an ally, as the director notes that "people are less brand-loyal" and "more open to trying new brands than they ever have been."

The New C5 Aircross: the tool for conquering the C-SUV segment

While the C3 and C3 Aircross are laying the foundations for growth, the main weapon in this reconquest will undoubtedly be the new Citroën C5 Aircross. Greg Taylor clearly positions it as "our flagship car, it's the pinnacle of the current Citroën range." The goal is no longer just to be present, but to make a mark. "The ambition for this car is much greater: we want to be a top 10 C-SUV in the UK," he declares.

This is an ambitious target, as the C-SUV segment is "the biggest in the UK" and therefore "the most competitive." But the new C5 Aircross has strengths its predecessor no longer possessed. While the previous model was "okay initially, the market quickly moved past it in terms of its capability." The newcomer is "back in the game," thanks to "far more sophisticated" technology, especially its plug-in hybrid option offering a "really usable day-to-day EV range."

For Greg Taylor, "it is absolutely a conquest car." It must allow Citroën to reintroduce and "rebuild" its presence in the fleet segment. The multi-powertrain strategy is central here. The UK Director highlights that Citroën "hasn't made big declarations" about going all-electric, unlike some competitors who have "backtracked." Offering choice (electric, hybrid, petrol) is seen as a "good understanding of the market," because "EV doesn't suit everybody."

For the C5 Aircross, the projected fleet sales mix is "around 30% full EV" and "70% for ICE and plug-in hybrid versions."

Interestingly, the brand expects the "Max" trim, the top-of-the-range version, to be the biggest seller in the UK. "We find in the UK, customers gravitate towards the top-spec models," Taylor analyzes. The brand is also ensuring that even the entry-level model doesn't feel like "the poor relation."

The UK management is therefore highly confident in the potential of this new model, which is arriving just in time to support the production increase. "We've got a car in the biggest segment in the UK, with powertrains for all people; we're open for business!"

In conclusion, while Citroën has suffered in the UK, it is largely for the same reasons as in Europe: an intense range renewal that put production under strain. This phenomenon simply lasted longer in the British market, likely as the brand had to prioritize other markets in vehicle allocation. Now, the situation seems to be improving for the end of this year and the months ahead. Driven by a rejuvenated range, with the C3 and C3 Aircross finding their B2B audience, and above all by the strategic launch of the new C5 Aircross, which is receiving very positive initial feedback, Citroën UK appears well-armed for a solid rebound.