Future Citroën: The range could expand with new models

The recent unveiling of the new Citroën C5 Aircross was more than just a model presentation. For the brand with the double chevron, it marked the conclusion of a significant first stage in its ambitious repositioning plan. The past two years have been particularly dynamic, seeing Citroën renew almost its entire range, with the notable exception of the C5 X, the flagship model launched more recently. The arrival of this C-segment SUV, strategic in many ways, provides a perfect opportunity to take stock of the journey so far and, crucially, to project into the future of the brand as envisioned by its leadership. How is Citroën positioned today? What are the plans for the range of tomorrow? We explore these questions through the remarks of Thierry Koskas, CEO of Citroën.

Citroën, a popular brand at the heart of the market

During the discussions, Thierry Koskas clearly reaffirmed Citroën's positioning: that of a popular brand. An identity fully embraced, unafraid to compete with rivals like Dacia in certain segments. "We say without shame that we are a popular brand, and that in certain segments we are not ashamed to be alongside Dacia. We have a clearer positioning," he emphasized. This approach allows Citroën to offer very competitive value propositions, aligning with the Stellantis group's desire to position Citroën as its entry-level brand, offering pricing that is intended to be "most competitive," as the CEO specified. The new C5 Aircross, although a major player in the C-SUV segment, will follow this pricing logic, positioning itself advantageously, including against cousins within the group.

However, Citroën's popular identity should not be confused with a cut-price offering. And this is precisely where the new C5 Aircross illustrates the duality and intelligence of the brand's positioning. While Citroën is not afraid to face Dacia on certain terrains, the C5 Aircross clearly distinguishes itself from a model like the Dacia Bigster, positioned in the same segment. The new chevron SUV incorporates the latest technologies in comfort, safety, driving pleasure (including the Progressive Hydraulic Cushions® suspension, a Citroën signature), and offers modern powertrains, including electrified versions, capable of meeting the expectations of both professionals and individuals. These technological and comfort attributes place it well beyond a simple low-cost proposition. It embodies Citroën's ambition to offer the essential progress and automotive well-being to the greatest number, without sacrificing accessibility. Thierry Koskas expressed clear expectations for this new model: "The previous model had about 1.2% European market share of the C-SUV market. We are at the heart of this market, and we hope to do much better with the new model." Facing a segment with some forty competitors, the objective is ambitious but reflects the confidence placed in the intrinsic qualities of the new C5 Aircross to gain significant market share. Pricing finalization is underway, promising an attractive position that will be a key lever for this ambition.

An almost entirely renewed range and the ambition to expand the offer

The past two years have been synonymous with a profound renewal for the Citroën range. From the C3 to the C4, including the previous C5 Aircross and the launch of the C5 X, not forgetting the ë-C3 which marked a major turning point with its aggressive pricing positioning in the electric market, the brand has transformed its catalogue. Thierry Koskas confirmed this point: "we have renewed almost all of our models in the last two years." This fundamental work allows Citroën to face the future with a modernized and coherent range, ready to meet market challenges.

But this renewal is just one step. The CEO also discussed the future of the range in terms of model volume. While the intention is not to "multiply models" excessively – the brand is not aiming for a catalogue of ten vehicles – there is a clear intention to expand the current offer. Thierry Koskas thus hinted at the possibility of adding "one or two more" models to the catalogue, which currently revolves mainly around the four pillars: the C3, the C3 Aircross, the C4, and the C5 Aircross. This perspective is a strong signal: Citroën has ambition and intends to offer a more varied range in the future, capable of covering more needs and segments. The arrival of "new products starting next year" will not only be limited to these potential new models but will also include "new versions, derivatives." This opens the door to expected or surprising variations, such as, for example, a future urban version of the ë-C3 offering optimized range for short trips, or a long-range version of the ë-C3 Aircross, or even special editions or unexpected body variants that will enrich the current offer and demonstrate the brand's creativity. The strategic approach to the range also includes a careful analysis of customer bases, as evidenced by observations on the AMI attracting a young clientele they want to retain ("make customers grow older") and the ë-C3 surprisingly attracting a younger-than-average clientele, a sign that the brand's positioning is reaching new populations. This global vision of the range, balancing deep renewal and targeted expansion, demonstrates that Citroën "knows where it is going."

With the presentation and imminent commercialization of the new C5 Aircross, Citroën symbolically concludes the first phase of its recovery and repositioning. Having redefined its brand image, clarified its popular positioning, and renewed the core of its range, the brand with the double chevron is now ready to write a new chapter in its history. This next act promises to be just as dynamic, with the introduction of new versions and derivatives of its current models – reinforcing their relevance and appeal for different uses and clienteles – and the eventual arrival of new models that will expand the existing offer and explore new horizons. Building on this solid foundation and a clear roadmap, Citroën approaches the future with confidence and the renewed ambition to offer accessible, comfortable, and innovative mobility solutions to its customers, worldwide. The journey so far has been impressive, and the prospects for the years to come are just as significant.