Citroen plans to launch a new sub-brand, aimed at the 'iPod generation'

Citroen plans to broaden the reach and appeal of its cars by launching a new product family for the ‘iPod generation’.

It would be the fourth Citroen product family sitting alongside DS, the regular Citroën brand and the Picasso MPV family.

See pics of the Citroen C-Cactus, which could be launched under the sub-brand

PSA Peugeot-Citroën design boss Jean-Pierre Ploué has told Autocar that the firm — flush with a successful DS launch that has encouraged it to raise sales projections for the DS3 — will use this autumn’s Paris motor show to introduce the new sub-brand.

Industry watchers have predicted that Citroën is preparing to launch a budget model line, but Ploué denied the suggestion.

“This is a brand defined not by price, but by simplicity and ingenuity of design,” said Ploué. “It’s our family of cars for those who value design purity above all else: for the iPod generation.

“I cannot reveal its name yet,” Ploué continued, “but this brand will cause a lot of shock and surprise at Paris, I promise you. It’s a real departure for us – a break from tradition.”

Ploué references Citroën’s iconic 2CV as the inspiration for its new model family, “not for the appearance of the car, but for its innovative spirit”.

But the real inspiration for the new brand is the C-Cactus concept from the 2007 Frankfurt show.

A 4.2m-long compact family hatch memorable for its unconventional cabin design, innovative packaging and simplified features, the C-Cactus was deemed “too challenging” to be put into production as a Citroën earlier this year. But as a member of this all-new sub-brand, it seems, it could make the showroom.

“The C3 Picasso would also be a model for the new sub-brand, if we were making it today,” Ploué said. “It’s a youthful, innovative, efficient and simple design.”

Ploué also defined this new sub-brand as a contrast to Citroën’s DS brand. “DS is all about ‘Frenchness’, sculpture and sophistication, while the new brand is the antithesis of that,” he said. “It appeals through its stark, pared-down simplicity, to a different, younger customer than DS.”

One of the first models to be brought out under Citroën’s new brand is likely to be a compact supermini, partly to fill the void left by the deletion of the C2.

“We’re not planning on replacing the C2 as a Citroën, but under the new brand we could use the opportunity to do something much more interesting,” Ploué said.

Matt Saunders

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Join the debate


19 July 2010

Now that's a weird one. How do you change lanes though?

19 July 2010

[quote ischiaragazzo]Now that's a weird one. How do you change lanes though?[/quote]

why do you ask that?

19 July 2010

[quote beachland2]why do you ask that?[/quote]

I was looking at the rear pillar. Sorry one of my pet hates is cars you can't see out of and this looks to be particularly bad. When I met my wife many years ago she had a BMW 635 coupe and the airiness and feeling of light was a wonderful thing. And it was very easy to see other cars when yo changed lanes!

19 July 2010

surely 3 rear facing mirrors are enough, much better than what Vans deal with every day.

i was hoping we would be getting new visibility technology fitted in new cars, but its taking awhile to come. i think it was a nissan showing a complete unhindered wrap around view of the cars surroundings by projecting the outside view (taken from camera) onto the surface of the pillars/doors etc.via a projector inside the cabin.

19 July 2010

Beachland2 may i ask,why should we have or need new

visibility technology,design the car so we can see out of

it,blind spots get rid of them where possible .

19 July 2010

Weird looking thing - reminds me of the Nissan Juke

19 July 2010

That's really good news! The c-cactus was easily the most interesting concept car in years, and a sub-brand that channels the old Citroën a-series (2CV, Dyane, Méhari, Ami etc) ethos without retro-pastiche would be fantastic.

Willing to bet a small amount of money on 'Panhard' as the name.

Just hope that it won't turn out as VW's Up: great plans for unconventional, minimalist engineering bottled for yet another FWD, transverse inline four, steel monocoque hatchback.

19 July 2010

[quote kdwilcox]

Beachland2 may i ask,why should we have or need new

visibility technology,design the car so we can see out of

it,blind spots get rid of them where possible .


well a car with projector tech doesn't have any blind-spots at all....

19 July 2010

[quote tapz]Willing to bet a small amount of money on 'Panhard' as the name.[/quote] The logo would work well on the C-Cactus, I reckon. [url][/url]

19 July 2010

[quote Alun_S] Weird looking thing - reminds me of the Nissan Juke[/quote] The C-Cactus arrived long before the Juke. I wouldn't be surprised if Nissan were even slightly inspired by the C-Cactus' quirky styling. I think both cars look great, and it would be fantastic to see the C-Cactus (or something very similar) put into production in Citroen's new sub-brand.

"The creative adult is the child who survived."


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