April 19, 2013

Citroen's dual offensive to further strengthen presence in the Chinese automotive market

With more than 20 years' presence in the country, Citroen acquired new scope in China in 2012 with the market launch of the DS line. In 2013, three new C line sedans are being introduced - the C4L, the New C5 and C-Elysee.

Due to joint-ventures with Dongfeng for C-line
and Changan for DS models, this dual strategic offensive is enabling Citroen to strengthen its presence in the world's largest automobile market and to win even more customers.

DS Line
In April 2011, Citroen chose the Shanghai Motor Show for the world premiere of DS5. Two years later the DS line - DS3, DS4 and DS5 - have now been launched in China through a dedicated DS network with 27 sales outlets currently in cities including Beijing, Shanghai, Canton and Shenzhen. By the end of the year there will be 60 DS Stores in 50 cities. In a few months DS5 will also be produced at the Shenzhen production facility.

The very first DS World - a showcase dedicated to the DS line - has just been inaugurated on Nanjing Road, in one of Shanghai's most prestigious locations.

Following DS5 and Numero 9 concept premieres at the Shanghai Motor Show in previous years, the 2013 expo will see the world debut of a new DS concept - Wild Rubis - which will be revealed and displayed on the DS Stand.

Dongfeng Citroen, the Brand's initial joint-venture, delivered 224,000 vehicles in 2012, an increase of 2.5 per cent. The restyled C-Quatre achieved record sales of nearly 120,000 units for the year, while the C5, which has also recently been restyled, enjoyed a strong year, with China now its largest market.

Reflecting the popularity of Citroen sedans with Chinese customers, a new model was added to the line-up in early 2013 - the Citroen C4 L - which targets the upper end of the compact car segment. Produced locally at the Wuhan plant, more than 9,000 sales were recorded by the end of March. The C-Elysee, which is scheduled for launch in the second half of this year, will further enlarge the portfolio for Chinese customers.

The dealership network is growing, with 56 new outlets in 2012 for a total of 404 sites. The Citroen Experience Centre - a new corporate showcase on Nanjing Road in Shanghai - was also inaugurated in December 2012.


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