Why Citroën’s order book is surging in 2026: exclusive interview with Laurent Diot

Citroën in Europe: Laurent Diot outlines a solid growth strategy for 2026

In a European automotive landscape undergoing profound changes, marked by regulatory challenges and persistent inflation, the brand with the double chevrons seems to have found its cruising speed. Laurent Diot, Citroën’s Head of Commerce Europe, granted us an exclusive interview to discuss the brand's current health. Between the statistical review of 2025 and the ambitious outlook for the remainder of 2026, the executive traces a clear roadmap, centered on a growth strategy he describes as "qualitative." This privileged dialogue helps illustrate how Citroën is strengthening its fundamentals while managing a level of demand that occasionally outpaces its current production capacity.

Positive commercial indicators in a stable European market

The start of 2026 confirms the trend observed throughout the 2025 financial year: Citroën is gaining significant ground. While the European market has seen a slight overall increase to approximately 4 million vehicles, the French brand is displaying momentum that significantly exceeds market trends, with a 12% rise in its registrations. By the end of the first quarter, Citroën reached a market share of 3.5% in Europe, representing a notable progression of 0.3 points compared to the previous year. Laurent Diot emphasizes that this performance is not merely quantitative but built on healthy foundations: "All the fundamentals we put in place in previous months and years are now bearing fruit," he explains.

This progression is reflected in a 12% year-over-year increase in registrations. Looking at the geographic specifics, almost all European markets are trending upward, with the notable exception of Italy. However, Laurent Diot is reassuring on this point: the Italian dip is not due to a lack of consumer interest, but rather a issue of product availability. Demand for the C3 is so high there that current stocks cannot yet satisfy all orders. Overall, after a successful first quarter, the brand expects to see an acceleration to a 3.8% market share as early as the second quarter of 2026.

C3, C3 Aircross, and C5 Aircross: the success of a renewed range

The engine of this growth lies in the deep renewal of the product offering. The Citroën C3 remains the central pillar of the commercial strategy. Its success is such that order intake currently exceeds factory production capacity. This imbalance, while causing delivery delays, proves the relevance of the brand's positioning in today's economy. Citroën's global order book now stands at approximately 3.2 months of secured future sales, providing the brand with high visibility for the coming months.

Other models in the range are following this upward trajectory. The new C3 Aircross has seen a 30% increase in orders compared to the previous generation. Even more impressively, the new C5 Aircross shows a rise of over 50% in orders over the first two months of the year. Laurent Diot points out that this performance is particularly remarkable as it relies on rigorous management of sales channels. In Spain, for example, the brand deliberately chose to prioritize private and corporate customers over the short-term rental market, which is less profitable in the long run. To meet this enthusiasm, the production ramp-up at the Serbia plant during the second half of 2026 will be a crucial lever to reduce lead times and smooth out deliveries for international customers.

Energy transition and regulatory framework: Citroën’s vision

The European automotive market remains complex, slowed by inflation and uncertainties surrounding the electric transition. Laurent Diot identifies two major causes for the stagnation of the global market: the rising cost of raw materials and the technological complexity imposed by CO2 standards. In response, Citroën is betting on accessibility. In Germany, the brand's electric offering is already widely popular, accounting for nearly 40% of orders. The goal is to offer vehicles that provide "more space and value for a given price," a philosophy that aligns with the brand's historical DNA.

Regarding recent discussions by the European Commission on 2035 targets, Laurent Diot notes some flexibility in the schedule, although decarbonization goals remain unchanged. The brand is adapting by offering a mix of energies: internal combustion, hybrid, and electric. The return of the combustion engine to certain models like the Berlingo, the segment leader in Spain, is seen not as a step backward but as a commitment to offering total freedom of choice to consumers. Finally, the executive reaffirms the future of varied silhouettes, from SUVs to sedans like the C4, provided they meet concrete needs for comfort and utility.

Healthy growth for a confident future

At the end of this discussion, it is clear that Citroën is moving through the first quarter of 2026 with renewed confidence. Despite a demanding economic and industrial context, the brand is successfully building solid growth by relying on attractive models and a qualitative commercial strategy. Laurent Diot is pleased with the established fundamentals, which now allow Citroën to look toward the future with optimism, supported by a dealer network whose profitability is on the rise.

This positive dynamic is expected to intensify throughout the year, driven by better industrial availability and the enthusiastic reception of new concepts like ELO. We will be able to delve deeper into these themes very soon. To discover the full interview and explore the behind-the-scenes strategy of the brand, we invite you to read the next issue of Être Citroëniste magazine.