Citroën: new investments and an expanded range in India

In its pursuit of global expansion and renewed group growth, Stellantis has designated Citroën as its conquest brand, with a particular focus on emerging international markets. It is with this ambitious outlook that the chevron brand embarked on its journey in the Indian market four years ago. While commercial results have not yet reached the anticipated heights, Stellantis maintains its confidence and commitment, confirming significant new investments in India for Citroën. This long-term strategy underscores a deep conviction in the brand's potential to establish a lasting presence in this strategic territory.

A strategic deployment, initial results to consolidate

Citroën made its initial foray into the Indian market four years ago, first introducing the C5 Aircross, an emblematic model showcasing its expertise. Subsequently, the lineup expanded with models better suited to local specificities, such as the C3, the C3 Aircross, and more recently the Basalt. Despite this diversification and a targeted offering, the brand has not yet achieved the large-scale commercial performance that might have been expected. The Indian market, renowned for its complexity and fierce competitiveness, represents a significant challenge for any foreign manufacturer. Nevertheless, Citroën's Indian establishment holds strategic importance that extends beyond mere local sales figures. This production base enables the brand to market its vehicles in several right-hand drive countries without incurring prohibitive customs duties. This export capability to markets such as Indonesia and South Africa contributes significantly to Stellantis' broader objective: to develop Citroën's sales outside Europe while conquering new territories, not only for the chevron brand but also for the entire group.

Stellantis intensifies efforts and investments for Citroën in India

Despite the currently modest results, Stellantis' commitment in India remains unwavering. The group has no intention of giving up and reaffirms its confidence in Citroën to establish itself in this high-potential market. This optimism is reflected in a series of new strategic investments, particularly in strengthening and expanding the sales network. The goal is ambitious: to double the number of dealerships to approximately 150 sales points within the next twelve months. This expansion will primarily target Tier III and Tier IV cities, and semi-urban areas, recognized for their economic growth and proximity to major urban centers, thus offering significant customer potential. Beyond sales infrastructure, Stellantis is also counting on a substantial expansion of the model range available in India. The brand has the capability to roll out products based on various energy platforms, and new models will be introduced according to market demand. Special attention will be paid to sustainable fuel options like CNG (Compressed Natural Gas), and the electric vehicle offering is also expected to grow significantly. The objective is clear: Citroën aims to at least double its market share within the next twelve months, an ambition that demonstrates the group's determination to make the brand a major player in the Indian automotive landscape.

Establishing oneself in a new market always presents a considerable challenge for automakers, and India, with its cultural complexity, demographic diversity, and intense competitive landscape, is particularly demanding. Many manufacturers have struggled to gain traction or consolidate their position there. However, despite initial difficulties, Stellantis is sparing no effort and continues to provide unwavering support to Citroën. This measure of confidence, materialized through targeted investments in the network and the expansion of the range, confirms Citroën's position as a conquest brand within the group. Stellantis' perseverance and long-term vision bode well for Citroën's future in India, making this venture an essential pillar of its global growth strategy. The ongoing commitment is a strong sign that the brand is ready to meet the challenges and thrive in this key market.