Citroën will not lower prices. On the other hand, the boss would not mind being at the helm of a new low-cost brand like Dacia.
Citroën plans to position itself in the market as a low-cost brand that can compete with Dacia. The strategy is simple: to offer larger cars at affordable prices, focusing on functionality rather than advanced technology.
The inspiration from Dacia is evident in Citroën's development of the Smart Car platform, where costs are kept down by prioritizing essential components.
The platform forms the basis of the new C3 and ë-C3, and Citroën expects to be able to scale it up to larger models in the C-segment, similar to the C4 size.
"What we have said about the B-segment and the need for cars with the right level of functionality will one day also apply to the C-segment, families are interested in space but at a reasonable price," says Citroën's CEO, Thierry Koskas, in an interview with Autocar .
Dacia has already demonstrated the potential of this strategy with its upcoming SUV model Bigster. Citroën also sees opportunities in producing larger cars with a focus on functionality and price.
– There is a possibility to make larger cars, and it is an option we would like to explore, says Thierry Koskas.
To keep prices down, Citroën, like Dacia, has chosen to limit the amount of technology in the new C3. The focus is on meeting customer needs without including unnecessary features.
– If you look at what people expect in this segment, you don't need to fill the car with technology, says Thierry Koskas.
Citroën plans to grow sales organically without resorting to tricks like deep discounts. Thierry Koskas expects the upcoming C5 Aircross to be able to compete on price with its rivals by leveraging an advanced platform and strategic component sourcing.
