While 2024 was a mixed year for Citroën in Europe, marked by an excellent first half followed by a decline in performance, the brand with the chevrons enjoyed remarkable success in Italy, its second market. Giovanni Falcone, Managing Director of Citroën Italy, explains the keys to these results and the prospects for 2025.
Success based on a customer-centric strategy
Back in 2023, Citroën Italy embarked on a major transformation of its commercial approach. "We carried out in-depth work with the sales network, introduced a new market approach and revised policies, with an increasingly customer-centric perspective," explains Giovanni Falcone. This strategy has enabled the brand to achieve exceptional results, thanks in particular to the C3, which has established itself on the Italian market, as the Brand Director in Italy points out: "The old generation C3 remained in third place in terms of sales throughout the first half of the year".
The results in the private segment are particularly impressive: "We recorded an increase of +25% in this channel, the most important in terms of both margin and volume". This success rests on several pillars: optimal inventory management, an offer adapted to local expectations and bold communication. "Citroën is a brand that is appreciated by everyone and must therefore be accessible," says Giovanni Falcone. This has led to powerful marketing campaigns and innovative offers such as "Elettrico Sociale" and "Elettrico Facile", which have helped to make electric mobility affordable.
The new C3: a real springboard for the future
The year 2024 was marked by the launch of the new generation C3, which has already received more than 21,000 orders in Italy. "In November, the C3 was back on the sales podium and in December it was in second place," says Giovanni Falcone. The electric offer also played a decisive role: "During an incentive period, we sold around two thousand units in a few hours, a record within Stellantis".
These results are not the result of chance. They are the result of a concrete and targeted approach to the needs of Italian customers. "Citroën is working to democratise mobility with accessible and clear solutions," emphasises the CEO. This strategy is part of the brand's overall vision to remain close to consumers' real needs.
Promising prospects for 2025
In 2025, Citroën Italy will continue to rely on a renewed and diversified range. "We will have many new models: the C3, the C3 Aircross, the C4, the C4X and the C5 Aircross, which will arrive in the second half of the year," announces Giovanni Falcone. However, he admits that the regulatory environment, and in particular CO2 restrictions, will be a major challenge. "We must continue to make electric cars accessible and raise public awareness of this technology," he concludes.
In Italy, 2024 was a successful year for Citroën, driven by a strategy focused on accessibility and innovation. With the success of the new C3 and the imminent arrival of the C3 Aircross, the foundations have been laid for an equally successful 2025. Citroën thus confirms its position as a brand that is close to its customers' expectations, capable of innovation and accessible to all.
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