Citroën has managed to introduce electrification to its customers in the most practical and aesthetic way. In recent days, the French firm has launched its new style model hatchback suvwhich is positioned as one of the most practical of the entire range, being able to create a link between the Citroën ë-C4 and the Citroën C5 X. Now, the brand’s head of strategy, Laurence Hansen, has admitted that he wants More models like this.
SUVs have taken over much of the car market; this is something that also happens in the French firm, although its ability to mold new and characteristic designs has made this trend slightly hidden.
Hansen thinks that although SUVs are the order of the day, its customers are looking for a series of practical and aesthetic sections that do not happen in practically any other brand in the sector. That is why “we love to see the problems, approach them in a different way and propose a solution”, assured the directive during her speech, placing special emphasis on the sense that Citroën proposes for its particular models.
From the Citroën board they want to put different proposals on the market for their customers, thus differentiating themselves from the rest of the competing brands. “In each segment we will have a proposal that is slightly different in terms of mobility”. According to Hansen, Citroën customers do demand electric cars, since they are usually people committed to the health and well-being of the planet.
To this, the directive mentioned that right now the firm has a complete range of models within the C segment, in which electrification has a greater or lesser role since the C4 and C4 X catalog have purely electric alternatives (ë-C4 and ë-C4 X), while the C5 X features a plug-in hybrid variant with up to 50 kilometers of electric range.
However, Citroën’s plans go further and are already looking to expand its range of models, but also electric ones. For segment B they hope to renew the Citroën C3 and Citroën C3 Aircross soon and giving both models a 100% electric variantsomething that his customers repeatedly ask him for, since there are not a few who are looking for a practical alternative for day-to-day use in a small car, something that, for the moment, they should look for in other brands of the Stellantis group, such as the Peugeot e- 208 or the Opel Corsa-e.
However, Citroën’s head of strategy stated that although they seek to meet the needs of their customers, this does not force them to present models that fit traditional categories, something that has already been demonstrated with the launch of the Citroën ë-C4 X , a model that is not framed within a specific niche or segment, but could be located in several at the same time.
According to Laurence Hansen, “ordinary” customers can ask for a large, small or medium car, but at the same time they also need comfort, space and that it be electric. Market studies carried out by the French company show that people buy a car mainly for its exterior style, but if the characteristics of space, comfort and efficiency can be inserted within an attractive appearance, the final model will have better results than other alternatives.
The directive states that Citroën is a brand that often defies the rules, something that can become very risky. “Sometimes you succeed and other times you fail.” This he instantly attributed to the launch of the Citroën AMI, a vehicle that no one would have bet on and which has ultimately proven to be a huge success. Let us remember that the Citroën AMI Buggy managed to sell its 50 units in just 18 minutes.
“Sometimes we need a relative who is practical but we will make sure that your image is unique. Something similar happened with the AMI; we proposed a solution and we loved doing it, because that is the creativity in Citroën’s DNA”, said Hansen, who confessed that future models of the brand will continue to focus on comfort and mixed with “a touch of humor”.