Citroen, a French automotive brand with over a century of history in Australia, has faced significant challenges in the Australian market. Despite being the oldest continuously operating car company in the country, Citroen’s sales have plummeted, with the brand being outsold by luxury and niche brands like Ferrari, Maserati, Lotus, and Bentley in the first half of 2024.
Citroen’s Exit from the Australian Market
In a surprising and unfortunate turn of events, Citroen sold a mere 87 vehicles in Australia during the first six months of 2024. This dismal performance has led the company to make the difficult decision to withdraw from the Australian market altogether. Citroen has announced that its dealerships will cease operations on November 1st, 2024, marking the end of its presence in the country.
This decision is a blow to automotive enthusiasts who have appreciated Citroen’s long-standing history in Australia. The brand has been a part of the Australian automotive landscape since 1923, just a few years after its founding in France. Over the years, Citroen has seen local production and a period of growth, but recent trends have not been in the brand’s favor.
What’s Next for Citroen in Australia?
Citroen will continue to honor its commitments to current customers, offering repair and maintenance services through its network of 35 service stations across the country. However, all sales will cease after November 1st, 2024, with only nine resellers currently active. The vehicles still available include previous generations of the C3, C4, C5 Aircross, and C5X.
Given Citroen’s history of offering affordable and mainstream vehicles, the fact that it was outperformed by high-end brands like Ferrari and Bentley is particularly telling. It highlights the brand’s struggle to connect with Australian consumers in recent years.
The Broader Picture for Stellantis
Citroen’s struggles in Australia are part of a larger issue for its parent company, Stellantis. The conglomerate, which owns several automotive brands, is facing a sales crisis, with many of its brands reporting underwhelming performance. Rumors are circulating that Stellantis may consider divesting from underperforming brands and markets, as Citroen’s departure from Australia could indicate.
Citroen’s Performance in India
Citroen’s challenges aren’t limited to Australia. In India, the brand has also seen lackluster sales, with only 335 units sold in July 2024. In response, Citroen has launched the 2024 C3 with additional features and introduced the Basalt coupe SUV at a competitive price of Rs 7.99 lakh (ex-showroom), undercutting its rivals significantly in an attempt to boost sales.
The future of Citroen in other markets remains uncertain as the brand continues to navigate its way through these turbulent times.
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