The chevron brand has decided to redefine the range of its models from the start of the school year. There will no longer be five but three finishes, the objective being to simplify the purchasing process for its customers.
Citroën is playing big in the coming months. The French manufacturer is coming out of a difficult year in 2022 – with a drop in sales in France of almost 20% – and the current one is likely to confirm its erosion on the automotive market. Suffice to say that the next releases of two of its flagship models, the new C3 and the new C3 Aircross, expected on the market in early 2024, will be decisive in raising the bar. To give it a second wind, the Stellantis group has recently chosen to reposition the brand. The objective is to make it even more accessible, with the ultimate ambition of coming to walk on Dacia’s flowerbeds. “Citroën is a popular brand, often reminds Thierry Koskas, the new boss installed since the beginning of March. This does not mean low-cost. But we want to be able to make mobility accessible to everyone.”
With a view to getting closer to its customers and seeking out new ones, Citroën has chosen to simplify its offer. Thus, as indicated in a press release published this Wednesday, August 30, the French manufacturer has decided to reduce its offer of finishes. From five, the models will now have all three. Goodbye Live, Feel, Feel Pack, Shine and Shine Pack, welcome to the You, Plus and Max versions which will replace the current finishes from the start of the school year. “This overhaul, effective September 1, responds to an expectation of customers and the sales network aimed at making the offers more readable and clear, maintains Thierry Koskas. Thanks to a better understanding of upsells and the various options available, Citroën facilitates the purchasing process for its customers and fosters trust. By offering suitable trim levels and well-defined option packs, the brand provides solutions adapted to their needs and their lifestyle.”
In the same vein, Citroën will offer a maximum of five option packs for each of its finishes, always with the aim of improving the visibility of its offers. “The range is refocusing on its core market by offering the right level of equipment at each price level”, specifies the press release. With its new motto of going to the essential, “without impoverishing the content offered”, Citroën hopes to succeed in its relaunch. See you in a few months to judge its effectiveness.