At the Brussels Motor Show 2025, Caroline Malleus, recently appointed Head of Product Strategy for Citroën Monde, gave her first interview. She took over from Laurence Hansen last November and is part of a strategic repositioning that began in recent years.
For Caroline Malleus, the Brussels Motor Show is an important step in Citroën's strategy. "Belgium is an important market for us," she says. "This show allows us to get direct feedback from our customers and to maintain our presence in a very dynamic market. It's great to be back after our absence last year". Let's take a look at the broad outlines of her vision for Citroën.
Citroën's core values embodied in the new C3
Accessibility is one of Caroline Malleus' declared priorities. According to her, this value is perfectly reflected in the positioning of the new Citroën C3, one of the most affordable electric sedans in Europe with an entry price of €23,300. "Electric cars need to be accessible to convince customers of their benefits. We firmly believe that electric mobility should not be a luxury, but a reality accessible to all," she says.
Citroën articulates its strategy around three key values:
Comfort: an emblematic characteristic of the brand; "comfort is not limited to the suspension or the seats, but is an overall experience that simplifies the life of the driver and passengers".
Simplicity: intuitive design for ease of use. "Our customers need to be able to focus on the essential: driving with complete peace of mind," she adds.
Innovation, as demonstrated by iconic models such as AMI. "With AMI, we have redefined what a city car can be. Innovation also means exceeding expectations with bold solutions.
Caroline Malleus also emphasises the consistency of the strategy: "We want our customers to understand what we stand for. Consistency is the key to building a relationship of trust with them". These principles enable Citroën to offer attractive models that meet consumers' expectations and respect their purchasing power.
Citroën: a strong identity and ambitions within Stellantis
Despite being part of the Stellantis group, Citroën retains its own identity and strategy. "It would be a shame to lose our soul," explains Caroline Malleus, stressing the importance of preserving the brand's historical values. "We have a rich history that sets us apart and we must continue to innovate while remaining true to our roots".
By sharing certain platforms and modules with other Group brands, Citroën benefits from industrial synergies while preserving key elements such as its name and its customer-centric approach. "Each Stellantis brand has its own strategy, but the most important thing is to maintain a unique and recognisable identity". According to Caroline Malleus, listening to customers remains an essential pillar that influences all phases of the design of new models. "We take our customers' feedback into account from the very first concepts. Their opinion is crucial to improving our products and meeting their needs."
The challenges are many, particularly in terms of accessibility, sustainability and strict European regulations. "Our job is to bring all these issues together to create the best possible user experience," she says. An ambition that is realised through projects such as the new C3, but also through continuous innovation aimed at improving the user experience. "Our commitment: to make cars that surprise our customers and give them real added value.
The arrival of Caroline Malleus at the head of Citroën's product strategy marks a continuity rather than a rupture. The brand is clearly positioned within the Stellantis, with values and ambitions that remain true to its identity. "Our aim is not to revolutionise our strategy, but to deepen it," concludes Malleus. Citroën's objective is simple: to offer accessible, innovative and comfortable vehicles that meet the expectations of a constantly evolving market. With Caroline Malleus at the helm, the brand is not looking to reinvent its strategy, but to refine it in order to secure its place in the future.
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