Announced in October 2022, Citroën's return to Indonesia after 28 years of absence is part of the brand's internationalisation strategy. After announcing the prices of the three cars that make up the range, Citroën aims to develop a sufficient network to cover the entire Indonesian territory.
Thanks to its Indian plant in Thiruvallur, Citroën will be able to export the C3 throughout the Indo-Pacific region. The brand also offers the C4 and C5 Aircross hybrids, which are imported from Europe. Of course, the range will be expanded with the arrival of the next vehicles in the C-Cubed programme, including the future C3 Aircross.
To develop in Indonesia, Citroën will rely on its Phygital strategy, already implemented in India, namely a very strong development of online sales and a real exchange with dealers to offer optimal comfort during the purchase journey. However, the physical network is a necessity that Citroën will develop with the ambition of offering 16 dealerships throughout the country by 2024, including several in Jakarta.
To sum up, Citroën is giving itself the means to be present in Indonesia, and not just to be seen. With a range of three models focused on electrification, Citroën is taking the lead and differentiating itself from the competition. These 16 dealerships should allow the brand to develop the visibility of these cars and thus ensure a sufficient level of sales, most of which should be achieved by the C3, which is much cheaper than the C4 and C5 Aircross imported from Europe.