Citroen plans a full relaunch in Australia, coinciding with its centenary in 2019.
The product portfolio will include the C3 and C3 Aircross, Citroen Australia has told motoring.com.au.
Australian stakeholders are also understood to be studying the C5 Aircross in a bid to strike a chord with more prospective buyers.
Along with a broader focus on SUVs, Citroen Australia is assessing what part LCVs play in its portfolio, opening the door to new products including the Citroen Berlingo.
The centenary marks a significant opportunity for stakeholders, Citroen Australia managing director Anouk Poelmann says.
“The milestone of 100 years for Citroen will form the catalyst for a full-scale relaunch of the marque in Australia, with a new go-to-market strategy including brand, retail and product components,” she says.
“We are now in the process of placing the final touches on the plan and will provide more details in October. We will be using Citroen’s rich history to underpin a new, modern and agile brand proposition that offers a clear point of difference to Australian consumers – both via the product we offer and the means we communicate it to them.”
Citroen has stagnated in Australia in recent years despite its long history in showrooms and feats including Australia’s first circumnavigation in a car. Poelmann says Citroen needs to look at how it competes in the modern Australian market.
Recently, Citroen extended a new five-year warranty and five-year roadside assist program to all new passenger car models.
Central to Citroen’s Australian revamp will be a focus on the comfort of its vehicles.
Citroen will maintain its dealership focus in Australia, but isn’t saying whether online sales are part of its broader sales strategy.
