Citroën is going through a period of major change, with a clear and accepted positioning vis-à-vis Dacia. This renewal, marked by the launch of the new C3 and C3 Aircross, is aimed at regaining market share and attracting younger customers. At the same time, the brand is expanding its international influence to reduce its dependence on a mature and highly competitive European market. This ambitious and diversified strategy promises to redefine Citroën's identity for years to come.
An unprecedented product offensive
To achieve its objectives, Citroën is relying on a massive renewal of its range. In 2024 and 2025, 80% of the models will be replaced or updated, an unprecedented initiative in the brand's history, which led Thierry Koskas to say that "in 2025, the average age of the range will be 2.5 months, one of the lowest in Stellantis". This product offensive includes in particular the new C3, available from 14,990 euros, and the all-new C3 Aircross SUV, with a base price of less than 20,000 euros.
A product offensive that aims to offer a range of vehicles that are competitive in terms of both price and functionality, and that stand out for their simplicity and practicality, as emphasised by Laurence Hansen, Citroën Product Director.
Although the brand is on the rise in Europe, with an increase of 10% in the first five months of the year, thanks in particular to the success of the old C3 and the exceptional commercial offers, Thierry Koskas acknowledges that Citroën's market share is at a low level of 3. 8% (VP+LCV), but the new head of the brand is ambitious, announcing that "we intend to return to 4% market share in the fourth quarter and reach 5% in 2025, i.e. 150,000 more vehicles sold per year", adding that "we will offer vehicles that are cheaper than the competition in the B and C segments", Thierry Koskas adds, citing the example of the new C3 Aircross, which is positioned in the same price range as the Dacia Jogger or Duster.
Stellantis' new STLA Smart platform, which reduces production costs by around 20%, plays a key role in this strategy. Thanks to this technology, the starting price of the C3 Aircross will be below 20,000 euros for the petrol version and below 28,000 euros for the electric version. Thierry Koskas notes: "When you think of electric B-SUVs today, you think of cars that cost around 35,000 Euros. With a subsidy, an e-C3 Aircross can cost less than 20,000 euros".
For sustainable and affordable mobility
Citroën is also committed to the transition to more sustainable mobility, without neglecting the budgetary constraints of its customers. Thierry Koskas emphasises that, in addition to electrification, Citroën offers a diversified range, including hybrids, plug-in hybrids, hydrogen and internal combustion engines. "We know that electrification is not suitable for all customers. That is why we continue to develop different engines."
Despite the challenges posed by falling financial incentives for electric vehicles, Citroën is maintaining its "fair price" policy to support the residual values of its products. Koskas adds: "The introduction of electric vehicles is becoming easier thanks to the increase in the number of charging points, even in rural areas."
This fair-pricing strategy is also crucial for the brand's international development, where it intends to strengthen itself in order to reduce its dependence on Europe. Indeed, the brand is expanding internationally to reduce its dependence on the European market, which is both mature and highly competitive. Market diversification is essential for Citroën's growth. If the recent introduction of new tariffs (up to 38.1%) on Chinese electric vehicles could help it on the European market, these rights do not apply to other regions of the world where the brand is in direct competition with Chinese brands.
Thierry Koskas explains: "We will sell our models in many other countries where this tariff advantage does not exist, such as Turkey or the Maghreb. This global strategy is essential to ensure the long-term viability of the brand and its ability to withstand international competition.
Citroën: clear and ambitious positioning
Citroën is now positioning itself as an affordable generalist, in direct competition with Dacia. Citroën models are designed to be "easy to use, bold, affordable and durable", as Dacia is for the Renault group. This strategy is clearly illustrated by the launch of the new range, which aims to rejuvenate the customer base and attract younger buyers through bold advertising campaigns and the use of new ambassadors such as rappers Big Flo and Oli.
The commercial for the new C3, which shows aristocrats being attacked by thugs, illustrates this strategic shift. According to Thierry Koskas, "The C3 commercial aims to appeal to younger generations. This rejuvenation is crucial for the brand, whose average age of buyers is over 60, compared to the European average of 56.
In conclusion, Citroën's renewal is well under way. With an ambitious product offensive, a solid international strategy and a clear positioning vis-à-vis its competitors, the chevron brand is ready to take back the market. The new C3 and C3 Aircross are the spearheads of this transformation, symbolising a new era of accessible, practical and sustainable mobility.
By expanding its global presence and diversifying its range, Citroën is securing a strong position for the years to come. The brand is also preparing for a future in which electric vehicles will play an increasingly important role, while maintaining a competitive offer for all engines.
This strategic repositioning and global expansion is essential for Citroën's survival and prosperity in a constantly evolving automotive market.
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