Citroën is aggressively bidding to increase its annual sales by around 40% with concerted marketing efforts in both Europe and wider world markets.
A broad-reaching plan revealed in Paris this week by newly arrived Citroën brand CEO Thierry Koskas is targeting one million sales annually by 2025, compared with last year’s total volume of 680,000 units.
Koskas, a former high-achieving Renault executive, wants to boost Citroën’s current 4.0% share of Europe’s 14 million car sales to 5.0% – a matter of 140,000 cars. He also aims to increase sales beyond Europe from the current 20% of total volume to 30%, close to 200,000 cars.
He believes European expansion will come from model improvements that are already under way – citing the ë-C4, ë-C4 X and new C5 Aircross hybrid as examples – along with new emphasis on traditional Citroën brand values such as comfort, simplicity and sustainability.
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Under Koskas’s plan, there will also be a new brand identity, visible in a new round of bold and creative advertising, and seen at dealerships by the end of 2025. “We will use a new logo, and we will have more colour and more joy,” he says. “We have plenty more potential.”
Away from Europe, Koskas sees the major target areas for Citroën as South America and especially India, where Citroën began selling C3s three years ago. “The Indian market is a powerhouse,” he says. “It’s three million cars a year now, but soon it will be five million. We can do well there.” Koskas also sees Turkey as an enticing market: “Last month we were the second best-selling brand.”
As a former Renault executive, Koskas clearly perceives the parallels between Citroën’s affordability message and that of the Renault Group’s hugely successful Dacia, although he is reluctant actually to name the new rival.
“We do not make cheap cars,” he says, “but we are big on affordability. Against rivals, we stress Citroën’s special advantages. We have a huge history. Our cars are known for special qualities like comfort. And in the future we will go even further with simplicity. We have some great ideas.”
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