VELIZY, France — New Citroen CEO Thierry Koskas has set a goal of 1 million annual gross sales by 2025, with 700,000 of these in Europe, and a 5 % market share in Europe.
The Stellantis model has misplaced market share and gross sales in recent times. Gross sales had been down 16.4 % in Europe (together with the UK, Norway, Iceland and Switzerland) in 2022, in an general market that fell 4.3 %, in line with figures from Dataforce.
Like different Stellantis manufacturers, Citroen suffered from logistics difficulties, together with a extreme scarcity of truck drivers, Koskas mentioned. He mentioned these points had been being labored out, and Citroen gross sales have risen considerably this 12 months, though the model’s achieve of about 3 % by April nonetheless trailed the general market, which is up greater than 17 %.
Citroen’s market share stood at 3.4 % on the finish of April, in line with lobbying group ACEA, a drop of 0.5 share factors from the identical interval in 2022. Its market share was 5 % in 2013 and 6 % in 2010.
World gross sales had been 797,000 in 2021. Stellantis didn’t launch Citroen gross sales figures for 2022. Koskas took over from Vincent Cobee in February. He’ll retain his place as general head of gross sales and advertising and marketing for mother or father firm Stellantis.
Koskas is a longtime Renault Group government who led gross sales and advertising and marketing there till transferring to PSA Group in 2019 forward of the merger with Fiat Chrysler to create Stellantis.
Koskas mentioned his first activity is to strengthen Europe with a “Again to five” push to regain market share, including that he hoped that stage may very well be reached by the tip of 2023.
That push consists of fixing the logistics points; “aggressive” financing presents together with 199 euros a month for the e-C4 compact full electrical mannequin; and a revised mannequin lineup with an extended vary e-C4, a 48-volt delicate hybrid C5 Aircross compact SUV and a 180 hp plug-in hybrid drivetrain for the C5 X midsize crossover and C5 Aircross.
He additionally plans to extend Citroen’s gross sales exterior of Europe to 30 % from 22 % in 2022. Key abroad markets are India – the place Citroen is the lead Stellantis model and has an meeting plant that builds two fashions – Latin America, North Africa and Turkey.
Different strikes will embody an general vary simplification, with no mannequin having greater than three trim ranges in contrast with as much as 5 at present; and new dealership identities with the model’s new, retro-inspired emblem.
Koskas described Citroen’s market place as “distinctive,” as a result of it encompasses a spread of fashions from the Ami quadricycle to the C5 X midsize flagship crossover to a best-selling business van enterprise. He mentioned there was no particular benchmark model for pricing.
He rejected the concept Citroen needs to be a “low value” model that might compete immediately with Renault Group’s Dacia. “We’re on the coronary heart of the market,” he mentioned.
Wanting forward, fashions as a result of be launched within the coming years embody replacements for the C3 and C5 Aircross small and midsize SUVs. The design is prone to be influenced by the Oli present automobile, which was a rugged Jeep-type SUV that makes in depth use of recycled and sustainable supplies. Citroen has already introduced the C5 Aircross successor will probably be full-electric and in-built France.
“You’ll discover parts of the Oli in future Citroens,” he mentioned.