Since 2018, Pierre Leclercq has been at the helm of design at Citroën. As the brand's global design director within the Stellantis Group, he has set out to completely redefine the style of Citroën models. Under his leadership, Citroën has entered a new aesthetic era, marked by a bold design language inspired by the revolutionary Oli prototype. Today, with models such as the C3 and C3 Aircross, Citroën has managed to dispel any doubts about its visual identity. Leclercq, a true visionary, is behind this metamorphosis, which preserves the soul of the brand while looking to the future.
A radical stylistic change
When Pierre Leclercq took over as head of design at Citroën, he was faced with a major challenge: to reinvent the brand's aesthetic while preserving the unique heritage of the two chevrons. "Citroën is a company with cars that are very easy to understand, fun to drive and with a very strong genetic code," explains Pierre Leclercq. His aim was to create a completely new visual language for the brand, a challenge made all the more complex by Citroën's rich history, including iconic models such as the 2CV.
However, Pierre Leclercq and his team of designers rose to the challenge by starting from a "virtually blank page", while never losing sight of the importance of the Citroën logo and the values it represents. "Other brands evolve their aesthetics, but not Citroën, this company has to completely reinvent itself," says Pierre Leclercq, adding that the element of the unexpected is essential to this transformation.
The Oli prototype: the foundation of the new design language
The Oli prototype was the tangible expression of Pierre Leclercq's vision. Designed to "attract attention", the Oli embodies the essence of Citroën's future: a functional car, full of personality and accessible in terms of price. Not only does the Oli surprise, it also carries the aesthetic codes of the brand's future models.
"Citroëns must have personality, be functional and be affordable", explains Pierre Leclercq, highlighting the main characteristics that will guide the brand in the years to come. The simple and refined lines of the Oli and its strong colour contrasts will be Citroën's trademark. These elements can be found in the new Citroën C3 and C3 Aircross, the first models to embody this new style.
The arrival of the new Citroën C3, derived from the Oli, marks a turning point for the brand. "The Oli, and therefore the C3, make purity of form and contrast of colour their main hallmarks," says Pierre Leclercq. The new lighting signature, highlighted on the vertical and imposing front fascia, distinguishes these models on the market.
The C3 and C3 Aircross are not just city cars, they represent a new era for Citroën, an era in which simple and functional design takes precedence over unnecessary frills. "These cars were a great challenge at the beginning, but now the direction is clear," says Pierre Leclercq.
The influence of the Citroën Ami on Citroën design
Another vehicle that had a major influence on Citroën's design strategy was the Citroën Ami. Although the geometry of the Citroën C3 did not allow the exact replication of the solutions used on the Ami, this small city car opened up new perspectives for the design team. Pierre Leclercq stresses the importance of the functional simplicity of the Ami: "The front and rear are exactly the same, as are the doors, which reduces the number of parts. This is more complicated to do on a car like the C3, but it opened the minds of the design team".
The idea of a simple and modular vehicle like the Ami inspired Citroën to look for innovative solutions focused on cost reduction and efficiency. This philosophy is now reflected in the design of new models such as the C3 and C3 Aircross, where each element is designed to combine design, practicality and accessibility.
The design of Citroën models is also influenced by economic constraints. Pierre Leclercq emphasises that Citroën's approach is to "make the ordinary extraordinary" while respecting budget constraints. For example, in the Citroën C3, the screens are simplified and the technology is deliberately simple in order to maintain competitive prices.
Similarly, innovative solutions such as the use of shiny black injection-moulded plastic for exterior parts such as the roof bars and/or the grille allow costs to be reduced without compromising on design. "We work hand in hand with the supplier to find solutions that give us a strong identity but with a price advantage," explains the head of Citroën design.
A confident brand in the face of competition
In addition to its internal challenges, Citroën also has to face international competition, particularly from Chinese brands. Pierre Leclercq, who worked in China for four years, acknowledges that Chinese companies are technologically advanced, particularly in terms of electrification, but that they have not yet managed to impose a truly unique design style on the world.
"In terms of design, we don't see anything unique in the Chinese car industry. They do good design, but they haven't yet surprised us with a new identity," he notes.
Similarly, the arrival of electric cars is also a game changer, even if Citroën continues to develop multi-energy platforms. But Pierre Leclercq is already anticipating the challenges ahead. "The freedom that comes from working on electric cars is not the same as working on multi-energy vehicles," he explains. But he is convinced that the future lies in the use of new sustainable materials and the evolution of car silhouettes to meet increasingly stringent European emissions standards.
In conclusion, Citroën is in the midst of a stylistic renewal, and Pierre Leclercq is the mastermind behind it. With models such as the C3 and C3 Aircross, the brand has demonstrated its ability to combine tradition and modernity. This new aesthetic language, based on the Oli prototype, marks a turning point for Citroën and there is no doubt that there are more surprises to come. By reinventing the brand's visual identity, Pierre Leclercq has succeeded in preserving its soul while taking it into the future. We can be sure that he will continue to surprise Citroën enthusiasts and fans.
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