Currently reading: Future Citroëns to be sold on style, not price
Citroën boss says future models will follow the success of the C4 Cactus in offering stylish looks, while the brand will also grow its lease sales
Jim Holder
News
2 mins read
9 March 2015

Citroëns will be sold on style, comfort and technology in future - and not price - as the firm attempts to move away from the mainstream, according to boss Linda Jackson.

“Our products have to be different and make you feel good,” said Jackson. “Otherwise you have to compete on price, and we don't want to do that any more.”

Speaking to Autocar at the Geneva motor show, Jackson highlighted the success of the Citroën C4 Cactus as the key example of where she wanted the brand to go, but she emphasised that not every new vehicle would be so extreme in its looks.

“The minute you see one of our cars, you must know it's a Citroën,” said Jackson. “That doesn't mean they'll all look the same - although there will be a coherence - but they must be striking, they must put an emphasis on comfortable ride and they must offer technology that people use, to make their lives better.”

Citroën will push monthly leasing harder around the world too, including its Simply Drive and Flexi Drive schemes, which bundle lease costs with insurance and other overheads for a fixed monthly fee. Both schemes are expected to be launched in the UK.

“If you add benefits then it helps strengthen pricing,” said Jackson. “'We saw that happen in the UK with the growth of PCP sales and - in certain regions - we see more opportunity.”

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Citroën C4 Cactus

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si73 10 March 2015

emphasis on a comfortable ride

Stating the cactus as the example to follow is fine for styling purposes as it really stands out but isn't it criticised for having a harsh ride? A shame as with a nice ride and going against the obsession with sports handling could well be a way of differentiating your car's from the rest of the herd.
kraftwerk 10 March 2015

'The success of the C4 Cactus...'

Really? It's not exactly littering the streets; is it such a success thus far?
catnip 9 March 2015

When it was introduced

When it was introduced,Citroen said they wouldn't discount the DS3 in the same way they had been doing for years, but that lasted about 5 mins. Will they really be able to break the tradition?

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