Citroën is continuing its growth in Germany with unwavering determination. The brand with the chevrons recorded an impressive increase of almost 60% in registrations in the first half of this year, demonstrating its growing attractiveness on the German market. To consolidate this momentum and attract new customers, Citroën has implemented an ambitious strategy focused on rejuvenating its image and reaffirming its values.
New ambassadors for a brand on the move
At the heart of this new strategy are strong and inspiring personalities. Professional kitesurfers Linus Erdmann and Finn Flugel and skateboarding legend Titus Dittmann are the new faces of the brand in Germany. Known for their talent and charisma, these top athletes perfectly embody Citroën's values: passion, innovation and the spirit of adventure.
Roman Franke, Head of Marketing Citroën Germany, explains: "Linus Erdmann, Finn Flugel and Titus Dittmann are the perfect embodiment of Citroën's new dynamic brand image. Like the brand itself, they stand for courage, passion and innovation. Successful athletes use their social media channels to share their enthusiasm for Citroën with their followers. We are looking forward to many joint projects". "
Linus Erdmann, eight-time German kitesurfing champion, says: "The advantages of the [SpaceTourer] model are obvious to me: exceptional comfort and generous space, so he can easily take his family and friends, as well as equipment such as his kiteboards, to the next training session or competition.
Finn Flugel, Germany's youngest professional kitesurfer, points out: "Since he turned 15 a few weeks ago, he has been a Citroën brand ambassador and the face of the Citroën Ami. Anyone aged 15 or over with at least a class AM driving licence can drive the all-electric mobility solution".
Titus Dittmann, a pioneer of skateboarding in Germany, adds: "A true Citroënist, he has been closely associated with the brand and its legendary vehicles since his student days. He even drove a 2CV into the African desert".
A brand strategy for the future
In addition to its ambassadors, Citroën is multiplying its initiatives to strengthen its reputation and get closer to its customers. The brand is involved in numerous partnerships with sporting and cultural events such as the Baller League, the Windsurfing World Cup and the HipHop.de Awards, the biggest music prize in the German-speaking hip-hop scene. These collaborations allow Citroën to reach a younger audience and reinforce its dynamic and modern brand image. Similarly, the partnership with the YouTube documentary "EM Home", supported by football world champion Kevin Großkreutz, allows Citroën to anchor itself in the world of football, a popular sport among young Germans. Citroën's involvement in the Baller League, an indoor football competition founded by Lukas Podolski, reinforces this strategy by combining sport and digital culture through massive broadcasting on Twitch and other social networks. Finally, the brand's participation in the Citroën Windsurfing World Cup in Sylt, where it will present its vehicles to an audience of 200,000 spectators, demonstrates Citroën's commitment to being associated with board sports, a world that perfectly reflects the dynamic and innovative image that the brand wishes to project in Germany.
Roman Franke emphasises: "As part of Citroën's repositioning, we want to appeal to a younger target group and position our products authentically in relevant environments. We are also relying on authentic ambassadors and measures specifically tailored to the German market to increase brand awareness. This new strategy is accompanied by more effective communication and an increased presence on social media. Citroën uses digital channels to interact with its community, share its values and present its new products. This approach allows the brand to create a stronger connection with its customers and strengthen its engagement".
In conclusion, Citroën has implemented an ambitious strategy to attract new customers and consolidate its position on the German market. By working with inspiring ambassadors, strengthening partnerships and renewing its product range, the chevron brand is ready to take on the challenges of the future and write a new chapter in its history.
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