Citroen announce new strategy; C3, Basalt and Aircross to be updated
Citroen are refreshing their strategy in the country with an increase in focus on Tier II, III and IV cities, where the company has seen a rise in demand, providing consistent service throughout the country.
New Delhi: Citroen India have announced that they are going to refresh the strategy, calling it the ‘Citroen 2.0’, which targets to make their presence in India stronger and extend their retail network across the country. The plan builds from the customer feedback, and the aim is to make the brand both accessible and aspirational.
The changes will go across the C3, Basalt Coupe SUV and the Aircross, which will get an interior update, better connectivity features and comfort enhancement. The updates are being developed with a lot of input from Citroen’s India-based engineering team to address and tailor to Indian driving needs, going up to 90 per cent localisation.
Ceo and MD of Stellantis India, Shailesh Hazela, has said that this is a long-term growth strategy. He noted that the brand, through the local team, would be aligning better with Indian customers and would have a good focus on quality and serve customers better.
How will Citroen's growth in Indian happen?
In 2021, when Citroen made their debut, they had 10 outlets, which have expanded to 80 customer touchpoints now. By year-end, the company plans to double this to ensure that no customer is 100 km away from either sales or service support. Focus also has been increased on Tier II, III and IV cities where the company has seen a rise in demand. Citroen is also coming with a digitally enabled service mode to work with the physical network, which comes with pricing, real-time service tracking and more.
The French automaker have already invested Rs 5,300 crore in manufacturing facilities, R&D and localisation. Their future investment will focus on expanding both ICE and EV platforms.