Citroën CEO Thierry Koskas gave an interview to the British magazine Autocar in which he made some interesting announcements about the future of the French brand. A few months after rumours of the return of the legendary 2CV, he clarified Citroën's strategy, stressing the importance of its heritage while emphasising innovation rather than a simple return to the past.
Citroën's heritage as the engine of the future
In his interview with Autocar, Thierry Koskas confirms his desire to use Citroën's rich history to shape its future: "The brand has an incredible history and I think it still appeals to a lot of people. People all over the world know the 2CV".
However, Citroën does not intend to take a pure neo-retro approach, as Renault is doing with its future R5. Koskas emphasises the spirit of innovation that has always characterised the brand, recalling that Citroën has often been a pioneer in the automotive industry: "We want to capitalise on this heritage, but in our own way. We don't want to copy and paste the past, we want to reinvent the disruptive spirit that has made Citroën so successful". "While rumours of a 2CV return persist, Koskas seems more intent on reviving Citroën's spirit of daring and innovation than simply paying stylistic homage to an iconic model.
A strong range complemented by iconic models
Koskas explains that Citroën's future strategy will be based on four main models: the C3, the C3 Aircross, the C4 and the C5 Aircross. These models, which are already well established, will ensure the brand's volume and growth. But Citroën does not intend to stop there.
"We need iconic models that surprise, whether through their design, functionality or otherwise. This is exactly what Citroën has done and I think we have to do it again because it has a halo effect on the other models. We need all four pillars for the volume and growth of the brand, but we also need some icons.
With this in mind, Citroën will soon unveil a new concept car that illustrates the brand's vision for comfort and space management. Koskas makes it clear that future concepts will not just be technological showcases, but will serve as the basis for production models: "We don't want to have real icons only in concepts that nobody will buy. We want real icons that people will buy.
With the almost complete renewal of its range in just two years, Citroën is entering a new phase in its development. By building on four core models while making room for more daring models, the brand is demonstrating a clear and ambitious strategy.
Far from simply paying homage to the past, Citroën seems to be preparing for a future where innovation and daring are back in full force, reinterpreting its heritage rather than reproducing it.
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