France’s PSA Peugeot Citroen, the second largest European automaker, is currently considering the introduction of the best-selling Citroen C4 Cactus on the Chinese market, says chief executive officer Linda Jackson.
This would be another positive sign that the Citroen brand’s repositioning strategy is working and yielding the expected results, with China now the Group’s primary source of sales growth. The Citroen C4 Cactus model was first launched in France last year in June and has been introduced progressively in further European markets since with an unexpected success – it has already garnished deliveries of more than 50,000 units, according to the executive. “Sales are above expectations,” Jackson said in an interview on the sidelines of the Geneva International Motor Show. “It’s also a new chapter for the Citroen brand.” PSA’s newly appointed leader, Carlos Tavares, which had been the No.2 at Renault before, has envisioned a restructuring strategy for the company in which Citroen is trying to reposition itself as an attractive and affordable brand. That would live Peugeot and newly created independent brand DS to challenge more upscale mass-market competitors such as Volkswagen.
So far, without a full year on the market, the C4 Cactus has sold in lower numbers than competitors such as the sister brand’s Peugeot 2008 crossover, but deliveries are gaining pace as new markets including Turkey and North Africa are introduced. Jackson added the company was also interested in overseas markets such as Japan and Korea, besides the aforementioned China. In Europe, January figures for the model stood at 6,355 – making the C4 Cactus the brand’s third best-selling model.
Via Automotive News Europe