New Citroën C5 Aircross (2025): Why are its prices so long in coming?

Following its highly anticipated official presentation last April, the automotive world and Citroën enthusiasts expected the full range and pricing for the new C5 Aircross to be revealed in June. However, contrary to all expectations, the manufacturer chose to remain silent, sparking questions. This delay is not a sign of trouble, but rather a strategic maneuver orchestrated by the brand's new leadership. It is a calculated decision that underscores the paramount importance of this SUV, not only for Citroën's commercial momentum but also for the future of its historic production site in Rennes, France. Let's analyze the reasons for this postponement and the vital importance of the C5 Aircross for the Brittany-based factory.

A gentle start and a recalibrated commercial launch

On the assembly lines of the La Janais plant in Rennes, activity around the new C5 Aircross has indeed begun. The site is currently assembling what is known as a pre-production series at a controlled pace of about twenty units per day. This phase is crucial for fine-tuning the industrial tools and ensuring flawless assembly quality before ramping up production. The actual start of mass production is scheduled for late August or early September. This timeline will allow for the necessary inventory to be built up to fulfill the first customer deliveries, which are planned for October.

So, why the delay in communicating the prices? The answer lies at the very top of the brand. Xavier Chardon, recently appointed as the head of Citroën, personally decided to postpone the opening of the order books. This choice is far from trivial; it aims to re-evaluate and refine the new SUV's price positioning. In an extremely competitive market, where the C5 Aircross will notably compete with the new Peugeot 3008, every euro counts. The goal is to find the right balance to make it attractive without cheapening its technology and features, while also ensuring the necessary profit margins. This is a pragmatic decision to ensure the vehicle has every commercial advantage from the moment it arrives in dealerships.

Rennes: a strategic investment for a transformed factory

The future of the C5 Aircross is intrinsically linked to that of the Rennes plant, a fact Stellantis has fully embraced. To prepare for the arrival of this flagship model, the group has invested no less than €150 million in the French site. This investment was not limited to adapting the assembly lines for the new vehicle; it supported a profound transformation of the entire factory. In line with the group's strategy, the Rennes site has continued its "compacting" process, an approach aimed at optimizing every square meter. Between 2015 and today, the factory's footprint has been reduced by more than half, now covering just 100 hectares. The target is to achieve a remarkable efficiency ratio of 0.9 square meters per vehicle produced, down from 1.9 in 2015, thereby reducing costs and the environmental footprint.

Simultaneously, to increase its added value and gain more control over its supply chain, the plant has insourced the manufacturing of certain parts. A new plastic injection molding workshop has been created, now producing about thirty components on-site, including large parts like bumpers. While this strategy may concern some external suppliers, it makes the site more agile and less dependent on logistical uncertainties. With a production target of 400 vehicles per day by the end of 2025, aiming for an annual volume of 100,000 units, the Rennes plant is betting its entire future on the success of this single model.

Ultimately, the delay in communicating the new C5 Aircross lineup is not alarming. It is a strategic pause, a strong managerial decision made by Citroën's new leader. The stakes are high: to position this SUV with surgical precision in one of the most contested automotive segments. The commercial success of the C5 Aircross is a non-negotiable condition for revitalizing Citroën's brand image and, more tangibly, for sustaining the activity and jobs at the Rennes factory, which is now entirely dedicated to it. In an industry where haste can be costly, taking the time to analyze and refine one's strategy is often the best guarantee of success. To achieve its ambitions, Citroën understands that sometimes you have to know when to wait to get things right. Enthusiasts and future customers will therefore have to be a little more patient before discovering a C5 Aircross ready to meet every challenge.