Citroen's new CEO focuses on regaining Europe market share

VELIZY, France -- New Citroen CEO Thierry Koskas has set a target of 1 million annual sales by 2025, with 700,000 of those in Europe, and a 5 percent market share in Europe.

The Stellantis brand has lost market share and sales in recent years. Sales were down 16.4 percent in Europe (including the UK, Norway, Iceland and Switzerland) in 2022, in an overall market that fell 4.3 percent, according to figures from Dataforce.

Like other Stellantis brands, Citroen suffered from logistics difficulties, including a severe shortage of truck drivers, Koskas said. He said those issues were being worked out, and Citroen sales have risen somewhat this year, although the brand’s gain of about 3 percent through April still trailed the overall market, which is up more than 17 percent.

Citroen’s market share stood at 3.4 percent at the end of April, according to lobbying group ACEA, a drop of 0.5 percentage points from the same period in 2022. Its market share was 5 percent in 2013 and 6 percent in 2010.

Global sales were 797,000 in 2021. Stellantis did not release Citroen sales figures for 2022. Koskas took over from Vincent Cobee in February. He will retain his position as overall head of sales and marketing for parent company Stellantis.

Koskas is a longtime Renault Group executive who led sales and marketing there until moving to PSA Group in 2019 ahead of the merger with Fiat Chrysler to create Stellantis.

Koskas said his first task is to strengthen Europe with a “Back to 5” push to regain market share, adding that he hoped that level could be reached by the end of 2023. 

That push includes fixing the logistics issues; “competitive” financing offers including 199 euros a month for the e-C4 compact full electric model; and a revised model lineup with a longer range e-C4, a 48-volt mild hybrid C5 Aircross compact SUV and a 180 hp plug-in hybrid drivetrain for the C5 X midsize crossover and C5 Aircross.

He also plans to increase Citroen’s sales outside of Europe to 30 percent from 22 percent in 2022. Key overseas markets are India – where Citroen is the lead Stellantis brand and has an assembly plant that builds two models – Latin America, North Africa and Turkey.

Other moves will include an overall range simplification, with no model having more than three trim levels compared with up to five today; and new dealership identities with the brand’s new, retro-inspired logo.

Koskas described Citroen’s market position as “unique,” because it encompasses a range of models from the Ami quadricycle to the C5 X midsize flagship crossover to a best-selling commercial van business. He said there was no specific benchmark brand for pricing.

He rejected the idea that Citroen should be a “low cost” brand that could compete directly with Renault Group’s Dacia. “We’re at the heart of the market,” he said. 

Looking ahead, models due to be launched in the coming years include replacements for the C3 and C5 Aircross small and midsize SUVs. The design is likely to be influenced by the Oli show car, which was a rugged Jeep-type SUV that makes extensive use of recycled and sustainable materials. Citroen has already announced the C5 Aircross successor will be full-electric and built in France.

“You’ll find elements of the Oli in future Citroens,” he said.