CITROEN is a mainstream participant in Europe with robust gross sales going again a long time however has lengthy struggled for traction in Australia, the place regardless of having offered simply 204 models to the tip of September this 12 months, it stays a dedicated participant with “formidable” plans for the following half-decade.
To achieve a greater appreciation of Citroen’s gross sales consequence to date this 12 months, a single medium-sized automotive dealership representing a mainstream quantity model would anticipate to have offered not less than this variety of new automobiles in the identical timeframe.
However Citroen is upbeat about its future each right here and internationally, with Peugeot Citroen Australia managing director Kate Gillis pointing to an enormous future for the model, a sentiment shared by international Citroen CEO Vincent Cobee.
On the current Australian launch of the brand new Citroen C5 X, Ms Gillis mentioned Citroen’s vary will proceed to develop, with its first plug-in hybrid (PHEV) right here quickly and sure first battery electrical (BEV) choices to comply with.
Prime candidates for the shift to electrification embrace a PHEV variant of the C5 Aircross medium SUV and a BEV model of Citroen’s best-seller in Australia, the C4 small SUV, referred to as eC4.
When GoAuto requested a few timeframe to Citroen’s first regionally delivered BEV, Ms Gillis mentioned: “There’s most likely a little bit of hesitancy round going full EV and PHEV does present another but additionally so does the petrol engine proper now.
“What that appears like in a few years’ time goes to be a part of the shopper’s journey.”
In an effort to get the model in entrance of extra patrons, Citroen Australia (and sister model Peugeot) are embarking on a focused advertising and marketing marketing campaign with an elevated finances going into subsequent 12 months that may embrace occasion sponsorships.
“You’ll discover significantly as we get into subsequent 12 months, Citroen may have extra of a presence, there shall be extra funding from each Peugeot and Citroen. We shall be exactly earmarking the viewers that we’re after, and we may have some new fashions to speak about.” mentioned Ms Gillis.
Citroen is not going to share its quantity targets for Australia however Ms Gillis mentioned that though she was open to increasing the model’s small seller community, there was no intention of turning into a mass-market marque.
“We received’t be chasing quantity in any respect prices however will take inspiration from different smaller, premium manufacturers out there, together with Volvo,” she revealed.
“I believe we will categorically say we’re dedicated to the Australian market. And it’s not one thing that we’re simply saying, we’re exhibiting that by the product that we’re bringing to the market.
“We do have a fairly formidable five-year plan, however once more that doesn’t imply that we’re going to essentially goal for the highest 10; what we do have is a mannequin that’s sustainable for our seller community, and for us to have the ability to convey it to the market.
In the intervening time, there are 10 Citroen dealerships nationally with a complete of 36 service suppliers all through the nation.
“We get curiosity from potential new sellers on a regular basis if I’m trustworthy with you, however we additionally want to take a look at when it comes to what does that imply for the model itself,” mentioned Ms Gillis.
“And we work very intently with our seller community, having them being profitable is our success. We additionally must make it possible for we’ve acquired the precise ranges of quantity transferring ahead to make their enterprise profitable.
“We’ve an formidable five-year plan for Australia and we’re at all times speaking to events with a view to increasing our seller community.”
Ms Gillis couldn’t inform GoAuto what number of Citroens have been within the Australian automotive parc however registration figures in simply New South Wales and Victoria counsel there are literally thousands of automobiles of varied denominations nonetheless working round bearing the double-chevron brand.
In explaining Citroen’s low gross sales quantity, she mentioned the corporate has an order financial institution attributable to constrained availability and that the numbers don’t consider any of the pre-sales on C5 X.
“We’re fairly comfy with the efficiency to date year-to-date,” she mentioned.
Mr Cobee mentioned just lately that the corporate had adopted a credo of ‘all the pieces outdated is new once more’ as they recalibrate to accommodate a world transferring inexorably to EVs.
He outlined the model’s long-term plans and far is centred on electrical small and microcars made at an reasonably priced value automobiles just like the Oli and Ami Quadricycle.
These and different proposed Citroens have similarities to older designs just like the Citroen 2CV and C2.
Mr Cobee outlined the French model’s goal as “to construct reasonably priced, sustainable electrical automobiles that exude freedom”.
He mentioned a collection of crises which have rocked the automotive business lately characterize a chance for the 100-year-old French model “to be extraordinarily related once more”.
With the Ami electrical quadricycle and the brand new Oli idea, Citroen is looking for to supply a pathway to reasonably priced, accountable and enjoyable electrical mobility.
Requested what the rationale behind Citroen’s new route was Mr Cobee mentioned: “At Citroen, we need to be accessible, we need to help well-being, and we need to be audacious. Whenever you do an idea, you aren’t solely making an attempt to make a press release, or place a flag, however you additionally need to present a technique to get to the flag”.
“We’re in a spot the place freedom of mobility is essential – COVID-19 was proof of that – the place financial tensions will improve and the place the power transition is a actuality. We’ve just one planet and assets are constrained.
“So, we put that on the desk and mentioned, ‘let’s not resolve each drawback’. With Oli, we aren’t desiring to make an emphatic assertion on aerodynamics or on future physique varieties. We need to make a press release on reasonably priced, accountable electrical automobiles that exude freedom.”
Mr Cobee mentioned Citroen selected a utilitarian design for the Oli moderately than a sportscar or a smooth design as a result of “life will not be product of gray pods which can be transferring anonymously within the metropolis; and Citroen will not be a sportscar model”.
