Citroën strengthens the appeal of its models in India with the special Dark Edition range

Just days after sparking curiosity with a promising teaser, Citroën India has officially lifted the veil on a highly anticipated novelty: the "Dark Edition" special series. Rolled out simultaneously across its current lineup – comprising the C3, C3 Aircross, and the brand-new Basalt – this initiative aims to reinvigorate the image of the chevron-branded models in this strategic market and capture renewed attention from Indian consumers. More than just an aesthetic variation, this harmonized black-themed range embodies a desire to move upmarket and respond to expressed customer expectations.

What is the Dark Edition special series?

The "Dark Edition" brings a touch of sophistication and mystery to Citroën's three key models in India. Far from being a simple coat of black paint, this special series stands out with a range of specific aesthetic elements and equipment designed to enhance visual appeal and onboard comfort.

The common treatment across the range features an elegant Perla Nera Black body colour, complemented by dark accents on various elements. Inside, the ambiance is harmonized with a "Cosmo Blue" theme for the upholstery and dark grey inserts on the dashboard, around the air vents, and on the steering wheel, creating a subtle and modern contrast. Chrome details on the inner door handles and gear knob add a further note of refinement. To assert their exclusivity, all models proudly wear a "Dark Edition" badge on the front fenders.

Specific enhancements for each model

Beyond the shared aesthetics, each model receives specific upgrades:

• Citroën C3 Dark Edition: Based on the top-spec "Max" variant, this version gains practical features like power-adjustable outside rearview mirrors (ORVMs) and a 15W wireless smartphone charger, addressing frequent customer requests for more connectivity and daily convenience. Specific "Dark Edition" floor mats and a driver comfort cushion complete the package.

• Citroën C3 Aircross Dark Edition: Also derived from the "Max" trim, the compact SUV is enhanced with an auto-dimming interior rearview mirror (IRVM), a highly appreciated feature for night driving. It also receives the "Dark Edition" branded floor mats and comfort cushion.

• Citroën Basalt Dark Edition: The new SUV Coupé, positioned as the flagship of the range, also incorporates the auto-dimming IRVM, along with the signature "Dark Edition" floor mats and comfort cushion, reinforcing its premium positioning right from its effective launch with this special series.

  
  

An Assertive Strategy and Competitive Pricing

The launch of this cross-range edition signals a clear strategy from Citroën India. Shishir Mishra, Brand Director, Citroën India, highlights the intention behind this move: “The new Dark Editions of the Basalt, C3 Aircross, and C3 reflect our dedication to delivering vehicles that resonate with the aspirations and lifestyles of our customers. These models exude modernity and premiumness, enhancing the vehicle's appeal with exclusive elements that make a bold statement. We believe these stylish upgrades will significantly enhance the appeal of our vehicles, offering a unique and compelling choice that aligns perfectly with their preferences.” These words underscore the goal of better aligning with the desires of an Indian clientele seeking differentiation and modernity.

Here are the announced starting prices (ex-showroom) for the Dark Edition range in India:

• Citroën C3 Dark Edition: starting from ₹ 8.38 Lakhs (approximately €9,300 based on a current exchange rate of roughly 90 INR/EUR)

• Citroën C3 Aircross Dark Edition: starting from ₹ 11.82 Lakhs (approximately €13,100)

• Citroën Basalt Dark Edition: starting from ₹ 12.34 Lakhs (approximately €13,700)

These prices position the Dark Editions as premium versions, carrying a moderate premium over the standard "Max" variants, justified by the aesthetic enhancements and additional equipment.

MS Dhoni, Cricket Legend and Star Ambassador, Receives the First Basalt Dark Edition

To mark the launch and maximize media impact, Citroën chose an iconic figure in India. Mahendra Singh Dhoni (MS Dhoni), a living legend of Indian cricket affectionately known as "Captain Cool," serves as Citroën India's official brand ambassador. He became the very first customer to take delivery of a model from this new special series – specifically, a Citroën Basalt Dark Edition.

This event carries significant weight. MS Dhoni's immense popularity across India lends considerable visibility and credibility to the brand. By associating his image with the new Basalt Dark Edition, Citroën aims to forge a strong emotional connection with the Indian public and position its vehicles as desirable, modern choices that embody success and style. Handing over the keys to such a revered personality is a powerful marketing lever in a market where celebrity endorsements play a major role in purchasing decisions. For global readers less familiar, MS Dhoni is a household name in India and one of the most respected figures in the nation, making his association highly impactful.

With the coordinated launch of the Dark Edition range for the C3, C3 Aircross, and Basalt, Citroën India is doing more than just offering a new aesthetic option. The brand is sending a clear message: it listens to the market and adapts its offerings. By introducing these darker, better-equipped versions, Citroën is actively seeking to put its models back in the spotlight, highlighting the improvements made since their initial launches.

This strategy aims to address past criticisms regarding certain trim levels or equipment lists sometimes perceived as too basic by segments of the Indian market. The addition of refined details, useful technologies (wireless charging, auto-dimming mirror), and the overall aesthetic shift towards perceived "premiumness" help to move the brand away from a potentially limiting "value-focused" image. Citroën is thus demonstrating its ability to evolve its products by adding a touch of sophistication, hoping to better align with Indian consumer expectations and boost sales in this competitive yet high-potential market. It's a move marked by optimism and a commitment to adaptation.