VELIZY, France -- New Citroen CEO Thierry Koskas has set a target of 1 million annual sales by 2025, with 700,000 of those in Europe, and a 5 percent market share in Europe.
The Stellantis brand has lost market share and sales in recent years. Sales were down 16.4 percent in Europe (including the UK, Norway, Iceland and Switzerland) in 2022, in an overall market that fell 4.3 percent, according to figures from Dataforce.
Like other Stellantis brands, Citroen suffered from logistics difficulties, including a severe shortage of truck drivers, Koskas said. He said those issues were being worked out, and Citroen sales have risen somewhat this year, although the brand’s gain of about 3 percent through April still trailed the overall market, which is up more than 17 percent.
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Global sales were 797,000 in 2021. Stellantis did not release Citroen sales figures for 2022. Koskas took over from Vincent Cobee in February. He will retain his position as overall head of sales and marketing for parent company Stellantis.
Koskas is a longtime Renault Group executive who led sales and marketing there until moving to PSA Group in 2019 ahead of the merger with Fiat Chrysler to create Stellantis.
The Citroen C5 X (shown) is a midsize fastback with SUV styling cues and higher seating position. It is built in China and exported to Europe. Europe first priority Koskas said his first task is to strengthen Europe with a “Back to 5” push to regain market share, adding that he hoped that level could be reached by the end of 2023.
SPONSORED CONTENT FROM S&P GLOBAL MOBILITY S&P Global Mobility: Electrification Trends The auto industry's transition to EVs is accelerating. The year 2026 has emerged as a tipping point for an acceleration in EV adoption that will drive automotive electrification trends ahead. READ MORE That push includes fixing the logistics issues; “competitive” financing offers including 199 euros a month for the e-C4 compact full electric model; and a revised model lineup with a longer range e-C4, a 48-volt mild hybrid C5 Aircross compact SUV and a 180 hp plug-in hybrid drivetrain for the C5 X midsize crossover and C5 Aircross.
He also plans to increase Citroen’s sales outside of Europe to 30 percent from 22 percent in 2022. Key overseas markets are India – where Citroen is the lead Stellantis brand and has an assembly plant that builds two models – Latin America, North Africa and Turkey.
Other moves will include an overall range simplification, with no model having more than three trim levels compared with up to five today; and new dealership identities with the brand’s new, retro-inspired logo.
The Citroen Oli concept features a flat windshield as well as recycled and recyclable materials throughout. 'In the heart of the market' Koskas described Citroen’s market position as “unique,” because it encompasses a range of models from the Ami quadricycle to the C5 X midsize flagship crossover to a best-selling commercial van business. He said there was no specific benchmark brand for pricing.
He rejected the idea that Citroen should be a “low cost” brand that could compete directly with Renault Group’s Dacia. “We are at the heart of the market,” he said.
Looking ahead, models due to be launched in the coming years include replacements for the C3 and C5 Aircross small and midsize SUVs. The design is likely to be influenced by the Oli show car, which was a rugged Jeep-type SUV that makes extensive use of recycled and sustainable materials. Citroen has already announced the C5 Aircross successor will be full-electric and built in France.
“You will find elements of the Oli in future Citroens,” he said.
Il nuovo ceo di Citroen ha discusso con automotive news i piani a breve termine del marchio francese. Il double chevron ha sofferto più degli altri delle varie crisi dal 2020 in poi, nel 2010 la quota di mercato era del 6%, attualmente nei primi 4 mesi del 2023 sono solo il 3,4%. A parte la C3 electric suv arriveranno nel 2024 le nuove C3 aircross e C5 aircross, entrambe con variante elettrica. Le nuove Citroen avranno elementi stilistici provenienti dalla concept Oli. Koskas non intende diventare una concorrente di Dacia, ma sostanzialmente rappresenterà l’offerta generalista in basso di Stellantis. Si punta a migliorare la posizione al di fuori dell’Europa, un tentativo molte volte già fallito.
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