Citroën has announced a major strategic partnership with Mahendra Singh Dhoni, one of the most famous and respected cricketers in Indian history.This bold choice aims to strengthen the brand's presence on the Indian market by capitalising on Dhoni's immense popularity and his values, which perfectly match Citroën's identity.
Affectionately known as 'Captain Cool', Dhoni is a true national icon.
His impressive track record, marked by historic victories such as the 2011 ICC Cricket World Cup, has earned him boundless admiration from cricket fans across the country, and beyond his sporting prowess, Dhoni is also known for his humility, dedication and entrepreneurial spirit, qualities that make him an ideal ambassador for Citroën.
"I am delighted to be associated with Citroën, a legendary automotive brand renowned for its innovation and cutting-edge engineering," said Dhoni."I share the brand's passion for sustainable mobility and commitment to offering products that meet real customer needs. I look forward to contributing to Citroën's legacy and supporting them in their mission to shape the future of mobility".
Aware of the difficulties it has faced in recent years, the brand is stepping up initiatives to regain the trust of Indian consumers and the association with Dhoni, a popular and respected personality, is a major asset in this recovery strategy.
"We are extremely proud to welcome Mahendra Singh Dhoni to the Citroën family," said Shishir Mishra, Brand Director, Citroën India, "His leadership, innovative spirit and exemplary values make him a perfect symbol of what Citroën represents. We are convinced that this collaboration will allow us to strengthen our bond with Indian customers and revitalise our presence in this strategic market".
Beyond the expected media impact, this partnership should also help boost Citroën's sales in India as the brand plans to launch several new models in the coming months, including the highly anticipated Basalt Coupe SUV, which is expected to benefit from Dhoni's aura to attract new customers.
In conclusion, Citroën is making a bold move in India with this partnership and positioning itself as a major player in a growing market.The association with Mahendra Singh Dhoni, a sporting legend and a role model of success, is expected to enable the brand to return to success and win the hearts of Indian motorists.