It's currently going pretty well for Citroën, The French brand had the best sales year in Europe since 2015 in 2012. Worldwide sales were 1,2 million vehicles. So everything is fine? No. The Paris group headquarters is concerned about the positioning of the brand, especially with regard to the spin-off from DS. The sub-brand, trimmed for lifestyle and premium, was founded in summer 2014. Last year, DS had its first independent trade fair appearance. And with the Citroën DS 3 compact car, the last “mixed model” now loses its mother's name, henceforth it is only called DS 3. By 2020, DS plans to offer a portfolio of six models, including two SUVs and a larger sedan.
Citroën meanwhile is refining its new identity, but of course it knows that you can't stand behind DS with honest bread and butter cars. The credo is: comfort and wellness instead of sportiness, space and charisma rank high in the specifications. When it comes to design, you love the charming, cheeky, sometimes unconventional appearance; aggressiveness is frowned upon.
The C4 Cactus shows what this looks like and is intended to convey the new brand message “Be different, feel good”, among other things, through its special styling (youthful and cool on the outside, reduced and functional on the inside). "We have the potential to be different," says CEO Linda Jackson. The future models should radiate creativity, purism and optimism.
Citroën therefore considers the next C3, which has been the bestseller in the range, to be extremely important. The model drives in the Polo / Corsa class, but also wants to appear differently here. It can be heard that the new C3 will be trimmed towards the C4 Cactus and will debut at the Paris fair in autumn.
This strategy could possibly also be applied to the current C3 Picasso. Here, however, the question arises as to whether you will continue to follow the van course or follow the crossover / SUV fashion trend. The latter is considered more likely. Opel, Fiat, Renault and even the Peugeot sister company already have mini-SUVs in their range. In 2017 Citroën's answer could be at the dealer. Soon afterwards, the renewal of the C4 Aircross (the current model is a derivative of the Mitsubishi ASX) is also pending. After all, Citroën still needs something in the Tiguan, Nissan Qashqai and Mazda CX-5 segment. Visually, the French have already given a hint with the fence post. Last year there was an SUV study called Aircross in Shanghai.
Speaking of the study, it will be interesting to see what Citroën will present in Paris as the next concept car. After all, there is some catching up to do in the upper segment, where the C5 is currently on the road for too long. If it came in 2019, this would correspond to a model cycle of more than ten years - extremely unusual in this segment.
From China, Citroën's largest single market, it can be heard that a series sedan should already be on display at the auto show in Beijing. Probable name: C6. However, it is only intended for the local market and is also built there. The joint venture partner is Dongfeng.
There is still a look at the future of the bestsellers. The group platform EMP2 is also suitable for a successor to the Berlingo, which is not expected until 2019. Citroën holds the flags for the family in 2018 with the Vans C4 Picasso (for years the class bestseller in Europe) and the Grand C4 Picasso.
Fleet consumption should remain low. Although the PSA Group is already in pole position in Europe with only 104 grams of CO2 per kilometer, Citroën's strategy increasingly envisages the use of plug-in hybrids - not least in view of the expected sales volume for the SUV. The focus is also on an electric car. It is probably a compact four-seater, as the successor to the C-Zero, a derivative of the Mitsubishi i-MiEV. The cooperation with the Japanese ends. The electric car on the EMP1 platform will also get an offshoot as a DS. Debut: probably in three years.
With so much eco-engagement, you can calmly step on the gas pedal again, not least to strengthen the brand emotionally. Citroën will be participating in the World Rallye Championship again next year and hopes to be able to build on the old days. You were world champion eight times. The success on the circuit certainly encourages. Citroën has been driving the WTC (World Touring Championship) on a C-Elysee sedan for two years - and was at the top of the podium at the end of the season.
(Michael Specht / SP-X)