Citroen completely changed its strategy and surprised the market. What is the competition afraid of?

Yesterday’s premiere of the Citroen C3 Aircross showed that the brand has changed its strategy significantly and intends to quickly regain the market. The competition may fear this.

The debut of the new Citroën C3 Aircross wasn’t much of a surprise in terms of the car’s shape. We’ve already had a chance to see it in India, and it appears to be a reference to the C3 that was unveiled a few months ago. However, what can be surprising are two characteristics of this car that clearly indicate the brand’s new strategy: the size of the interior and the price.

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The 7-seater B-class SUV is a serious step up in the chevron brand’s lineup. The competition has no such offer. And don’t worry about comfort, there’s plenty of room inside. How did Citroën do it? Smart solutions and design options, optimization of equipment, smart use of space and that’s it.

A 7-seater for the price of a B-class crossover will be a problem for other manufacturers. Even if these two additional parts are a bit small, they are still there and give you a competitive advantage. Citroen C3 is also more spacious and comfortable inside than its predecessor, and this is very important. It is no longer a small city car.

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The second aspect that attracts attention is the price. Of course, the manufacturer has not released it yet, but we can use an analogy – if the 4th generation Citroën C3 is cheaper than the 3rd generation, the Citroën C3 Aircross will also be cheaper. The low price is the result of the very expensive optimization used by Stellantis. Common platforms, low production costs, a matter of scale and the result is a very good price.

Citroën has one more powerful advantage, at least from the point of view of a French car lover – comfort. Brand did not fly here. The seats are very comfortable and the suspension with progressive hydraulics is very well rated. It will never be hyrdopneumatics, but the driving comfort is much higher than in a conventional car.

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And all this gives us reasons to think about restoring the market. A price that works wonderfully, a position that convinces and offers a competitive advantage and comfort that harkens back to what customers loved about Citroën in the past. This is the recipe for success. A 10-year warranty on 1.2 PureTech engines and new drive units with timing chain will also be useful.

Citroën has reasons to be optimistic.