I remember that, when the creation of Stellantis was announced after the merger of PSA and FCA, many people (including me) wondered what place each brand would occupy in the market and whether there would be any overlap. This would give rise to a doctoral thesis in economics or marketing, so let’s see how Citroën is dealing with this situation, with totally new products that are coming onto the market that are helping it to define itself.
The best example is certainly the Citroën C3, whose deliveries are due to start at the end of September. This is the car that inaugurates the new era, the tangible product that takes many ideas from the OLI concept that are now being realised in a production car: a simple, sustainable, comfortable car with a bold image, as we saw in our first test:
The C3 shows that the brand wants to continue being popular (no low cost) and boasts figures before the arrival of this model, with a growth so far this year of 5.4% worldwide and +8.7% in Spain, as the director of Citroën for Spain and Portugal told us, Nuno Coutinho.
And right after the C3 comes the new C3 Aircross, so that the B segment, the largest in terms of volume, is fully covered and renewed. With thermal, mild hybrid and 100% electric versions, for different types of customers and uses. The brand boasts, in fact, of manufacturing the first affordable electric car made in Europe (specifically in Trnava, Slovakia). Not to mention the commercial range, integrated into Stellantis Pro One, which accounts for 30% of the brand’s sales.
New design and image
In addition to a new logo on the latest batch of products, the revamp is coming to the website and also to the physical world, at points of sale, in the coming months. Who better than Citroën’s Design Director, Pierre Leclercqto explain this change.
They started with the previous generation C3 Aircross, which was very recognisable and the company’s sales pillar. They didn’t want to continue down that path. The idea was to look for something unique and unexpected. They realised that there were historic silhouettes in the brand, such as the DS, the CX or the 2 CV… And with that idea the AMI was born, recognisable only by its lines.
After that came the OLI, which was designed to leave people in awe, without losing sight of the fact that it was functional and economical. “Because it is not just about making cars that are pretty, but accessible. We are looking for simplicity, but at the same time contrast in parts of the car, which do not seem to be from the automotive world, such as the aerodynamics of the OLI, with very straight parts as if they were cut, together with others with soft shapes,” said Leclercq. The same occurs in the interior, with very different parts to separate functions.
Many of these details are found in the C3 Aircross, such as the headlights (divided into three rectangular parts, the same at the front and rear). Yes, it could have been possible to have a daytime running light that imitated the chevrons, both joined together… but it would have been more expensive. They are also repeated at the front and rear, making it easier to create a family image. And the identity is even seen in the commercial range.
The C3 Aircross is already flirting with the world of compact SUVs, just 11 cm away from the C5 Aircross. There are four fundamental pillars to the car. An “easy” SUV (with two finishes and a pack), comfortable (with the seats Advanced Comfortwith up to seven seats (unique among small SUVs) and with a good quality/price ratio. We have yet to drive it, but we were able to get in and touch it to verify that the car promises. It is available in six colors plus two roof colors and one can be added color clips in body parts.
And there’s more. Because the brand also wants to join the revolution in the camper market with the Citroën Holidays. Based on the SpaceTourer, the configurator has already been opened and it starts at 53,500 euros, which seems like a lot but when you see the range of prices and everything it includes (we were able to see the basic version and it is very complete), it is very good. It is offered with the BlueHDi 145 hp engine with a 6-speed manual transmission and BlueHDi 180 hp with an EAT8 automatic transmission) and two finishes (Plus and Pack Max), with various configurations that include reversible seats, a central table, an integrated sink, a kitchen, storage and two beds.
In short, Citroën wants to make simple products, but with everything that people look for in a vehicle. They are now launching a utility vehicle, a 7-seater SUV and a camper. And with a new pricing strategyclear and offering the same discount, identical, whether purchased at a dealership or on the Internet.
