Citroën insiders talk bravely of the discount culture being a thing of the past - it isn't of course, just the size of the discount on offer, which is true of any major player here. In other words, models like the new Picasso must stand on their own merit and succeed because of their inherent desirability. Indeed, this is a trend that the company has kicked off in high style with its seperate premium DS line-up.
So the latest C4 Picasso takes the fight to rivals such as the Ford C-Max and Renault Scenic. Its first weapon is styling that marks it out as an individualistic contender. And that LED-adorned nose is quite a party piece, lending the Citroën's face a technical and, dare we say it, slightly Germanic grimace.
It's a good look that continues with the profile, enhanced as it is with a flourish of alloy coloured plastic around the side glass and deeply contoured body sides.
The interior is more than spacious enough to worry its rivals, particularly in terms of boot volume, even with the rear seats in place. This is a five-seater, however, those seeking an additional two seats can opt for the Grand Picasso - which includes the three rear seats party piece of sliding and reclining individually.
With the rear squabs folded flat, you get a massive 640 litres of cargo space. The front passenger seat can also be folded flat so you can carry objects up to 2.5 metres long. But while there are clever storage cubbies spread around the interior, including under the rear floor, the Picasso isn't moving on the design of medium-sized MPVs in any significant way.
It is, though, a thoroughly new vehicle built on PSA's EMP2 platform, which in similar fashion to rival manufacturers, will enable Citroën to more cost effectively spin off a number of different wheelbase platforms for upcoming models. The new car is also a significant 140kgs lighter than the car it replaces.
The Picasso's new platform means that while it is 40mm shorter overall, it gains a significant 55mm of wheelbase. That's led to an increase in rear seat legroom, and while the car's roofline sits 4cm lower than before, headroom all around is still generous, even with the optional panoramic sunroof in place. So in its role as transport for five people and a good amount of luggage, the Picasso scores well.