In 2024, Citroën will have completed its ambitious C-Cubed programme, which aimed to launch one new vehicle a year in order to strengthen its presence on the world market, particularly in Latin America. However, the French brand does not intend to stop there, and 2025 is shaping up to be a strategic year with several new features designed to increase momentum.
Review of the C-Cubed programme: mixed results
The objective of the C-Cubed programme was clear: to offer modern and affordable vehicles adapted to the needs of emerging markets. The brand completed this programme in 2024 with the successive launches of the Citroën C3, C3 Aircross and Basalt. In Latin America, these models were designed to increase sales and improve Citroën's market share.
Despite these efforts, results remain below expectations. At the end of November 2024, Citroën had sold 29,031 units in the region, an increase of 6% over the previous year. However, the overall market grew by 14.69%, giving Citroën a market share of less than 2%. This figure is far from the targets set by the Citroën4ALL plan, which aimed for stronger growth.
2025: A year of recovery
For 2025, Citroën is counting on the first full year of the C3 Aircross and Basalt as well as new developments to boost sales. Among the innovations, the introduction of the 1.3 Firefly engine is eagerly awaited. This engine, already used by Fiat in the Argo and Cronos models, will be gradually introduced across the Citroën range.
The first model to benefit will be the C3 at the beginning of the year, followed by the C3 Aircross in mid-2025. Finally, in the second half of the year, the Basalt SUV coupé will be equipped with the Firefly engine in a single version. This engine will offer performance adapted to the Latin American markets, with an output of 98 to 107 bhp depending on the type of fuel (petrol or ethanol). Citroën is also planning a new economical Live 1.0 version for the Basalt.
Although the first MHEV mild hybrid versions have been tested on the Basalt, they will not be on the market until 2026. At the same time, Citroën will expand its range of commercial vehicles with the Citroën Jumper, which will feature a nine-speed automatic transmission combined with a 140 hp 2.2 turbo diesel engine.
In addition to these mechanical innovations, 2025 could also see the launch of the Ami, which was announced in 2024 but has remained silent since then. Similarly, a prototype of the electric C3 has been photographed, but the brand is not talking about it, even though it could be very good for the sales of the C3, since the BYD Dolphin Mini, 100% electric and sold from 115,800 Reals or 18,300 euros, is selling very well or even better than the C3 in some months. It is therefore important that Citroën can respond with a 100% electric version, apparently tested but again without news.
A long-term strategy to consolidate growth
The C-Cubed programme ended on a mixed note with the launch of the Basalt, but Citroën remains confident about the future. The brand is relying on a strategy of gradual renewal of its range and technical innovation to reverse the trend by 2025. Meanwhile, Citroën is continuing its efforts to establish itself in Latin America, a strategic market where growth opportunities are still plentiful. With a year of new products in 2025, the brand hopes to strengthen its presence and improve its commercial performance.
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