Design: How Citroën will eeclaim its boldness under Gilles Vidal

The end of clone cars at Stellantis: Gilles Vidal aims to restore Citroën’s unique identity

Many observers and customers have long expressed regret over the excessive aesthetic and technical proximity between models from the various Stellantis brands. This strategy of extreme rationalization sometimes led to visual confusion, where each manufacturer’s identity seemed to fade in favor of industrial standardization. However, the group now appears to have entered a major new strategic phase. Gilles Vidal, the new Head of Design for Stellantis Europe, is asserting a clear vision: future cars from different brands must be far more distinct than they are today. This profound shift primarily concerns Citroën, whose history is deeply intertwined with stylistic originality.re est intimement liée à l'originalité stylistique.

The era of "Brand Stellantis" is coming to an end

Under the leadership of Carlos Tavares, absolute priority was given to asset fusion and immediate profitability. In this setup, Stellantis had almost become the primary brand—the one customers bought into, guided by a promise of technical rationality and cost-sharing. However, this approach has reached its limits, particularly regarding value perception and emotional connection. The group is now redirecting its design strategy by seeking to differentiate its brands as much as possible.

Gilles Vidal expresses a fundamental truth of the automotive market: people do not buy a "Stellantis"; they buy a Peugeot, a Citroën, a Fiat, or an Opel. Each brand carries a specific heritage, culture, and promise. For the portfolio of fourteen brands to function without cannibalizing each other, it is imperative that each speaks its own language. The new direction taken by the group aims to move away from the image of a "clone" manufacturer and return to being a collective of independent design houses, supported by shared but invisible engineering.

Gilles Vidal’s vision: drawing inspiration from the PSA success story

Vidal, who returned to the group in 2025 after a successful stint at Renault where he oversaw the revival of the R5 and R4 icons, perfectly understands the mechanics of differentiation. His ambition is to eliminate clones within the Stellantis galaxy. For him, the conclusion is clear: every brand must possess a strong visual identity and a easily identifiable proposition. Vidal points out that during the PSA era, the group successfully allowed models sharing many technical elements to coexist without sacrificing their soul.

At that time, a Peugeot 308 and a Citroën C4 shared the same platform and engines, yet their philosophies, designs, and driving sensations were radically different. This specific ability to differentiate is exactly what Stellantis seeks to rediscover under his leadership. The goal is to define a specific lane for each manufacturer. Peugeot will continue to focus on technological elegance and the i-Cockpit, DS on French luxury, Fiat on refreshing simplicity, and Opel on German precision. In this landscape, what will be Citroën’s mission?

Citroën: accessibility in the service of boldness

While Citroën’s current range already stands out with bold choices, as seen in the recent C3 and C3 Aircross, the brand is set to go even further. Citroën will confirm its positioning as a popular and accessible brand, but by leaning even more into what made it famous: conceptual audacity. Until now, group logic imposed heavy constraints, leading to blatant instances of "twin" cars. For example, the Citroën C3 shares a very similar silhouette with the Fiat Grande Panda, while the C3 Aircross has direct cousins at Opel and soon Fiat.

In the future, the "Double Chevron" brand will have more freedom to surprise with innovative designs and concepts. It is no longer just about offering cheaper cars, but about offering different cars. Gilles Vidal wants Citroën to once again become a laboratory of ideas capable of challenging established norms. Differentiation will not only be about the shape of the grille or the headlight design, but about the overall onboard experience and the vehicle's very silhouette. This restored freedom should break away from the sometimes too-standardized look of current models.

Conclusion: a necessary return to roots

Stellantis seems to have learned from past criticisms and is making a strategic shift reminiscent of PSA’s best years. By clearly separating the lanes for each brand, the group is giving itself the means to attract diverse customer bases while optimizing industrial resources. Sharing platforms, engines, and factories remains the bedrock of economic performance, but it must no longer be a barrier to creativity. For Citroënists, this is excellent news: boldness—the historic hallmark of the chevron brand—is set to make a major comeback, promising vehicles that will look like no other on the road.