It may have more than twenty different driver aids and a cruise control system that effectively allows for semi-autonomous driving, but Citroën didn’t spend much time talking about any of them at the European reveal of the C5 Aircross.

Instead, the company spent most of the day extolling the virtues of padded seat cushions and hydraulic suspension.

While other manufacturers are chasing a sporty feel above all else, Citroën is going in the opposite direction, with a pothole-absorbing ride and seats you sink into.

And honestly, it’s refreshing to see, especially at this end of the price spectrum. After all, comfort is a given in the Bentley Bentayga, but it’s rare for it to be the focus of a car costing a tenth of the price.

Comfort, both inside and when on the move, has been one of Citroën's values for years, but its reputation for reasonably priced wafty rides has perhaps been lost in recent years in the transition to SUVs.

The revised C4 Cactus kicked off a renewed focus on comfort last year, and now the C5 Aircross has established it as a trend. The hydraulic cushion suspension system is currently only found in these two cars, but it was developed to work across the whole range.

If this is a sign of things to come, it feels like Citroën is on its way to reclaiming its niche.

This is, after all, an approach that can work: just look at Volvo. Beyond embracing Swedish styling above 0-60mph times, the brand is now known for making safety one of its highest priorities.

Of course, it helps that Volvo also makes one of the best compact SUV out there right now, but its reputation for safety was common knowledge long before the Volvo XC40 arrived.

Citroën is currently half-way through overhauling an eight-car line-up, with a flagship saloon and an all-new electric car both planned for 2020. If it wants to double down on comfort, now could be the perfect time to do it.

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