Citroen’s CEO talks about brand strategy image

Frederic Banzet, the CEO of Citroen talked to our colleagues from Automotive News and explained how Citroen wants its new C-line to match the success of its DS upscale sub brand.

Just to understand, the C-line is not actually such a new line, as it will encompass all the models we knew Citroen usually had, like the C3, C4 and C5. Still, in order to have a brand with two distinct line-ups, Citroen is also pushing new models, like the new C4 Cactus.

According to Banzet, the C4 for example, which is quite new to the market (launched in 2010), will remain there for a while. On the other hand, the “Cactus is the manifesto of the C-line, whose objective is to bring more of what matters to customers: less complexity, more simplicity, ease of use, strong design, comfort and well-being.”

Asked about the percentage of each line in the future of Citroen, Banzet thinks the C-line could go up to 80% and the DS the rest, on a global scale, but this also depends on the sequence of new product launches and on the evolution of the various markets. He also said the two lines do not directly compete so he’s more interested in the success of each line against its respective rivals.

Talking about the newly opened plant in China, destined to DS models, Banzet said the Shenzhen factory has an annual capacity of 200,000 units. They began with the DS5, next year a compact premium sedan created for Asia will be added and the much talked about SUV will come in late 2014 to early 2015. He also was very clear about the model – it will not be available in Europe.

Via Automotive News Europe