“the cost of cars is increasing, but not the budget of motorists”

Thierry Koskas directs Citroën from March 2023.

Busy news for Citroën, which in the space of a few months will have launched the new C3 and C3 Aircross, fundamental models for its growth, while preparing the replacement of the C5 Aircross. With its redesigned range, which will also include the restyled C4 and Ami, and while preparing the ground for the production model derived from the Oli concept car, the chevron brand will have all the assets necessary for its growth. But growth which must be based on models at the right price whatever the market category considered, as the brand's boss Thierry Koskas clarified to our British colleagues at Autocar magazine: “What we said about segment B [les citadines, NDLR] and the need to offer essential cars with a good level of features, one day this will be justified in the C segment. There are large families interested in spacious but reasonably priced cars.”

And to support his point by detailing the methods used for C3: defining an overall cost to begin with, and scrupulously respecting it for each of its components: “When we started developing the car, everyone knew how much to spend. Each component of the project had an objective, because if you don't do it overall, it doesn't work. You must involve everyone and make everyone responsible for each parameter to achieve the target cost.” A target cost as low as possible, knowing that “when you look at what customers expect in this segment, it is no need to indulge in technological overbidding.“It is therefore not a question of offering customers what they are not asking for and which is precisely driving up prices:”the cost of cars increases while the budget that customers can spend on them remains the same. It's even worse with electricwhere people are asked to buy even more expensive cars.”

Dacia objective

In addition to electricity, Thierry Koskas identifies another factor of additional cost: the weight of safety standards and the equipment that goes with them. While he assures that Citroën will comply with all government obligations, Thierry Koskas regrets that “safety regulations are becoming more and more stringent“, under the influence in particular of the Euro NCAP organization, which “always asking for more.“And did not give very good marks to the Citroëns released in recent years (4 stars out of 5 for the C4 and C5X, in particular), it should be noted.

Faced with this inflation of costs and standards, the best method is to take inspiration from Dacia, whose Sandero will end the year at the top of sales in Europe, ahead of stars such as the Volkswagen Golf, Renault Clio and other VWs. Barter. A Dacia which will explore a new market segment with the Bigster, an SUV with an even more family vocation than the Duster, and will find on its route the new C5 Aircoss, which is 95% prefigured by the concept car unveiled at the last Paris Motor Show. Paris. Citroën vs. Dacia, the match of the year 2025? The idea will perhaps make chevron purists bristle, but we can only hope that the French brand, which is aiming for 4% market share in Europe next year, will experience the dynamism of its Romanian competitor.