Citroën targets 72,000 sales in Turkey in 2025 after a disappointing 2024

Following an exceptional year in 2023 for Citroën, which saw Turkey emerge as one of the brand's top five key markets globally, expectations for 2024 were high. The ambition to set a new sales record was legitimate. However, the year did not live up to these initial hopes, being marked by unforeseen circumstances and strategic decisions at the Stellantis group level that curbed this momentum. Despite these setbacks, the brand maintains measured optimism and displays renewed determination, aiming for significant progress and surpassing its past performance starting from 2025, building on the confirmed potential of the Turkish market.

A 2024 year impacted by availability challenges

The year 2024 concluded for Citroën Turkey with a sales volume reaching 63,000 units. This figure allowed the brand to rank fourth nationally in terms of market share among brands, a solid position but below the initial expectations that foresaw another record year. Out of these 63,000 vehicles sold, 2,000 were Ami models, highlighting interest in this urban mobility solution, while nearly 13,000 were light commercial vehicles (LCVs), a traditional segment of strength for Citroën. Despite this respectable performance, which places Citroën in 8th overall position in the Turkish market, the General Manager of Citroën Turkey, Bora Duran, does not hide that the brand suffered "sales and ranking losses." Several factors explain this situation. The primary reason lies in the unavailability of expected key models. Initially, the market launch of the new generations of C3 and C3 Aircross was planned for the last quarter of 2024, a strategic timing to boost year-end sales. However, following a "strategic Stellantis decision," these launches were postponed to 2025. This delay had a direct and significant impact on volumes. Bora Duran estimates that the brand lost "8,000 to 9,000 sales" due not only to the postponement of the C3 and C3 Aircross but also to a transition related to light commercial vehicles, the precise details of which were not communicated but which clearly disrupted the sales momentum in this segment. Furthermore, adjustments concerning vehicles exempted from the Special Consumption Tax (SCT), an important element of the Turkish automotive market, also affected sales, adding a layer of complexity to a context already strained by availability issues. These combined elements prevented Citroën from fully exploiting the potential of the Turkish market in 2024, despite a brand positioning and product offering that continue to appeal to a broad customer base.

Strong ambitions for 2025 with a renewed and available range

Turning the page on 2024 with realism, Citroën Turkey approaches 2025 with renewed optimism and ambitious goals, clearly aiming to correct the course and regain a sustained growth trajectory. Bora Duran anticipates a total Turkish automotive market of approximately 1.2 million units in 2025. In this context, Citroën sets a significantly higher sales target than the previous year, aiming for a total volume of 72,000 units. This target represents an increase of approximately 11,000 units compared to the sales achieved in 2024, reflecting the brand's confidence in its ability to rebound. Bora Duran stated: « Our market estimate for 2025 is around 1.2 million units. We expect Citroën sales to reach 72,000 units out of this total. The Citroën C4 X will remain our best-selling model. » The strategy to achieve this goal primarily relies on resolving the availability issues that weighed down 2024 performance and on the highly anticipated arrival of new models. Indeed, 2025 started well with the effective availability of the new C4 X and C4 models in Turkey from the beginning of the year, ensuring a strong presence in important market segments. The real growth driver for the middle of the year will be the launch of the new generations of C3 and C3 Aircross, now scheduled for May. The arrival of these two models, which operate in volume segments, is considered crucial to reaching the targeted 72,000 units. As in 2024, the C4 X is expected to retain its status as the flagship model, contributing significantly to the overall volume. The planned sales breakdown for 2025 also shows the importance of certain strategic levers. Light commercial vehicles are expected to account for a substantial portion of sales, estimated at 35% of the total, or approximately 25,000 units, confirming Citroën's strong position in this area. Furthermore, the brand anticipates that approximately 12 to 13 percent of total sales, or about 10,000 units, will come from electric models, reflecting the rise of electromobility in the Turkish market and Citroën's growing offering in this field. Finally, fleet sales are projected to constitute about 20% of the total volume, approximately 14,000 units, an essential distribution channel for volumes. The alignment of the renewed range with market needs, combined with effective model availability, is therefore at the heart of Citroën's strategy for 2025.

Turkey's place in Citroën's global strategy continues to strengthen. The fact that it entered the top 5 most performing markets for the brand in 2023 highlighted its exceptional potential. This performance reinforced Citroën's decision to make Turkey one of its main strategic markets outside "historical" Western Europe. The ambition is clear: Turkey, alongside regions like India or Latin America, is identified as a key territory for the brand's future growth on a global scale, a market where Citroën intends to develop significantly to increase its overall presence. The recent integration of Citroën within the TOFAŞ organization in Turkey, a major player in the local automotive industry, also strengthens this strategic orientation, promising better synergy and increased adaptation to market specifics. Despite the challenges encountered in 2024, primarily related to supply chain issues and strategic adjustments in production and launch at the Stellantis group level, the brand with the double chevron is resolutely ambitious for 2025. The scheduled and, this time, confirmed arrival of the C3 and C3 Aircross models, combined with the availability of the C4/C4 X duo and a diverse offering in LCVs and electric vehicles, forms the cornerstone of this offensive. Citroën Turkey is ready to capitalize on a renewed and finally available product range to target an ambitious sales goal and confirm Turkey's essential role in its international growth strategy. 2025 promises to be a year of realization for Citroën in this dynamic market.