Citroen has embarked on yet another relaunch locally with a range restructuring, new product and even new dealership designs to win a larger share of Australian sales.
Part of Citroen’s local rebranding is what the company calls La Maison, or ‘one’s home’, which will be a part of showrooms dedicated to Citroen with multiple available trimmings on walls, various paint shades on walls and a more bespoke approach to selling cars.
The first Citroen La Maison has already opened at Peugeot Citroen Parramatta in Western Sydney.
Part of splitting the difference between shared Peugeot and Citroen showrooms will be the mood on the Citroen side, which will be more colourful and light to reflect the brand’s fun positioning.
Peugeot spaces will be darker and more design-focused than Citroen.
According to Peugeot Citroen Australia's managing director Ben Farlow, the brand’s relaunch will start a new chapter for Citroen in Australia.
“Our focus will be on being beautiful,” Mr. Farlow said.
“Citroen will always experiment and we will rebuild this brand as non-conformists.”
Citroen and Peugeot's dealership space will be separated.
Part of the rebranding will be appealing to Citroen enthusiasts and owners with a new website called 'Citroen Origins', where owners and enthusiasts will be able to post stories and ownership experiences about their cars.
The brand will now focus on three models: the C3 light car, the C3 Aircross small SUV and the C5 Aircross mid-size SUV. Each model will offer a more streamlined line-up with no optional extras, simplifying the ordering and stock process for buyers.
So far in 2019, Citroen has sold just 17 cars - an improvement on 2018’s result of 12 cars - and while the brand has not set sales targets for this year, two new products in two of the most popular segments in Australia will likely help sales.
2019 Citroen lineup pricing (plus on-road costs)
C3 1.2T auto
C3 Aircross 1.2T auto
C5 Aircross Feel 1.6T auto
C5 Aircross Shine 1.6T auto
Will Citroen’s rebranding enable it to hit higher sales in Australia? Tell us your thoughts in the comments below.