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October 28, 2020

Citroën UK unveils three-year brand plan

Citroën UK has unveiled its three-year ‘Citroën Advance UK’ plan for the brand.

By Rhodri Morgan

Citroën UK has unveiled its three-year ‘Citroën Advance UK’ plan for the brand.

The mid-term plan focuses on a number of areas in the UK operation, designed to place customers at the heart of the business.

“Our Advance UK strategy represents the next step as we continue to strengthen the Citroën brand in the UK,” said Citroën UK MD, Eurig Druce.

“Citroën is a great French brand ‘Inspired by You,’ which means we always strive to speak your language. At the heart of our Advance UK strategy are fundamental, long-lasting changes to the way we do business to serve our customers better, it is the strategy our business needs today, to thrive tomorrow.”

Fair Pricing Policy:

Key to the ‘Citroën Advance UK’ strategy is the move to ‘Fair Pricing,’ which means reducing list prices and being transparent and up-front with the customer, maintains the French automaker.

The long-term change to the UK business model will see list prices across the model range reduced to what Citroen says are “new fair and transparent levels.” A few examples of the reductions include the C1 City Car with a reduction of up to GBP700 (US$907), while the brand’s New C3 Supermini and C3 Aircross Compact SUV will see reductions of up to GBP1,175 and GBP1,775 respectively.

The new pricing strategy will be effective from 1 December, 2020 with buyers able to access this pricing across Citroën’s entire model line-up.

Alongside the new ‘fair pricing’ approach, there is a move to a new range structure and naming convention on the brand’s most popular models, including, New C3, C3 Aircross Compact SUV and C5 Aircross SUV. Entry level versions will be named ‘Live,’ with levels two and three taking the names ‘Sense’ and ‘Shine’ respectively.

On selected models, additional trim levels will be introduced: these will be ‘Sense Plus,’ which sits above level 2 ‘Sense’ versions and ‘Shine Plus’ that will sit at the top of the range above the level 3 ‘Shine’ trim.

Citroën Online Store & New ‘C-Series’ model introductions:

Citroën UK’s ‘Fair Price’ strategy will work with the recently-launched Citroën Store and Virtual Showroom online services.

The Virtual Showroom service offers customers the ability to book live walk-around tours of Citroën models and to ask questions, prior to placing an order via the online Citroën Store. The ‘Citroën Advance UK’ plan takes the online Citroën Store to the next level with the introduction of a new and additional ‘C-Series’ range aimed at online buyers.

New ‘C-Series’ models are offered with strong levels of standard equipment, a fair price, which, says Citroen, is well below that of key competitors and a five-year extended warranty for retail customers purchasing online.

Residual Values:

Citroën UK has unveiled a plan that sees the end of what it describes as short-term, ‘fast churn’ business, while also limiting the mix of direct sales to rental companies.

Network Renewal:

Following a series of retailer appointments, most recently Bristol Street Motors, Worcester and Robins & Day, London West, Druce outlined a plan which will see nine new Citroën Retailer appointments in the next nine months.

The introduction of the ‘Citroën Advance UK’ mid-term plan coincides with a period of new product launches – 11 new model derivatives in 16 months.

This has already started with the introduction of New C3, C5 Aircross SUV Hybrid and the ë-Dispatch van, while the coming few months will see the continuation of the brand’s electric vehicle programme with the launch of New ë-C4 and ë- SpaceTourer passenger vehicles, as well as the ë-Relay large panel van.

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