Citroen UK’s managing director Eurig Druce has outlined a new three-year plan for the brand, which involves price cuts across the model line-up and a new focus on residual values.
He said the Citroen Advance UK mid-term plan is designed to place customers at the heart of the business, while unlocking the full potential of the Citroen brand in the UK.
Key to the strategy is the move to ‘Fair Pricing’, which will see price reductions across the Citroen range.
The C1 City Car will get a £700 price cut, while the new C3 Supermini and C3 Aircross Compact SUV will see reductions of up to £1,175 and £1,775 respectively.
Druce also announced a move to a new range structure and naming convention on the brand’s most popular models, including, 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 and Shine Plus.
A renewed focus on residual values will see the end to short-term, ‘fast churn’ business, while also limiting Citroen’s mix of direct sales to rental companies. Druce highlighted that these initiatives have already brought success with new C4 and ë-C4 models among the very best in segment for forecast percentage RV.
Following the launch of the online Citroen Store and Virtual Showroom, the brand will offer an additional C-Series range for online buyers. These will feature strong levels of standard equipment, a competitive fair price, well below that of key competitors, and a five-year extended warranty.
“Our Advance UK strategy represents the next step as we continue to strengthen the Citroen brand in the UK, Citroen 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,” Druce said.