Citroën recently presented the new C4 and C3 Aircross to the press. Journalists were able to get behind the wheel of these cars and discover their strengths and specific features. The event was also an opportunity for Citroën CEO Thierry Koskas to talk about the future of the brand. In an interview, he discussed key issues such as electrification, government support, growth prospects for 2025 and Citroën's place in the Stellantis group.
Citroën is a popular and accessible brand within the Stellantis group.
For Thierry Koskas, the future of Citroën will inevitably involve electrification. However, the manufacturer does not intend to limit itself to offering electric models. It wants to make these vehicles accessible to as many people as possible. "Our goal is to offer affordable electric mobility," said Mr. Koskas, underlining Citroën's desire to position itself in the mainstream car segment by offering competitive electric alternatives for families and budget-conscious drivers. This strategy distinguishes Citroën from brands such as Peugeot, which position themselves in a more premium "upper mainstream" segment.
Thierry Koskas confirmed Citroën's place within the Stellantis group: a popular and accessible brand focused on the needs of mainstream customers. "We are a popular and accessible brand. We are not looking for bigger or more luxurious models," he said. This strategy allows Citroën to differentiate itself from the group's other brands by offering vehicles with excellent value for money, thus helping to achieve Stellantis' sales and electrification targets.
The crucial role of public support
While Citroën is committed to making its electric cars more accessible, this will not be enough to democratise electrification. Thierry Koskas insisted on the need to maintain and strengthen government support for the electrification of the European vehicle fleet. "I hope that the new support plan will be available as soon as possible," he said, stressing the importance of these incentives in markets such as Spain, where electric car sales are still lagging behind other European countries such as France or Germany. He also stressed the need to improve charging infrastructure to encourage the uptake of electric vehicles.
2025: the year of hope for Citroën.
After a difficult 2024, marked by production problems and turbulence on the automotive market, the carmaker is counting on 2025 to return to success. Citroën is relying on its new models such as the C3, C3 Aircross and the redesigned C4, as well as the future C5 Aircross, which will be unveiled in the first half of the year. Thierry Koskas was satisfied with the sales figures of the C4, which indicated that the market was not ready for a new generation. He also stressed the importance of these launches in achieving the manufacturer's sales targets and strengthening its market position.
With regard to the Stellantis plant in Villaverde, Madrid, Thierry Koskas confirmed that the production of the C4 would ensure the plant's activity in the medium term, but did not reveal its future beyond 2028 or 2029. "I do not want to prolong the life of the C4 just to prolong its production, but it is a car that sells well, we have renewed its design and it still has a great future," he explained. This statement will reassure the plant's employees and the C4's customers, who can count on the model's availability for many years to come.
Citroën seems to have succeeded in renewing its image by focusing on popular and accessible cars. The commercial success of the C3 in France demonstrates the relevance of this strategy. However, to achieve its electrification goals, Citroën will need government support. Government incentives will be crucial to making electric cars accessible to as many people as possible. The manufacturer will also have to continue to innovate and offer attractive models to appeal to an increasingly demanding clientele. The year 2025 will be crucial for Citroën, which will have to confirm its dynamism and ability to adapt to changes in the automotive market.
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