After a 3 year break, Citroën is back in the South African marketing like they never left. Citroen did a brand relaunch this week and this time around they are here for the long haul. Coincidental to the return to South Africa, Citroen is also celebrating 100 years this year. More milage to them!

A Brief History on Citroen

Before we get to what Citroën has in store for the South African market. I think it is opportune to look at the history of the brand.

Citroen was founded in 1919 by André Citroën in Paris, France. Within 10 years after the first Citroen automobile was produced, Citroën had become the largest vehicle manufacturer in Europe. In 1976 Citroën merged with Peugeot to form PSA Peugeot Citroën.

Andre was a marketing genius, at the 1922 Paris Motor Show he arranged an aeroplane to write the name Citroën in the sky. This marketing was well ahead of its time. He also sold toy cars; each miniature of the original was released at the same time as the real vehicle. The idea was the child’s first words would be Mama, Papa and Citroën.

What’s new?

Citroën has an exciting product line up as part of of their comeback. Before I get into their product line up. I want to take you through their brand promise. According to the Citroën South Africa Managing Director, Xavier Gobille Citroën’s promise is Be Different, Feel Good. For Citroën being at the heart of the market does not mean doing things like others do.

The Product Line Up

The brand promise is illustrated their funky, unique and boldly designed C3, C3 AirCross and C5 AirCross.

Citroën South Africa

Citroën C3

If there is one word to describe the Citroën C3, that word is FUNKY. It boasts a distinctive design and colourful personality. The two-tone exterior, the red roof, red foglamp surround, red wing mirrors, rear C pillar graphic and Airbumps® are appeased with the red and grey ambience along the dashboard and seat stitching. As soon as you step in, the interior feels remarkably spacious, a sensation enhanced by the upholstery and uncluttered horizontal dashboard.

Citroën C3
Citroën C3

New C3 brings up-to-the-minutes technologies

Advanced driver assistance systems include lane departure alert and Driver Attention Alert as well as a Coffee Break Alert. The efficiency of New C3 also extends to a full range of high-efficiency PureTech petrol engines available in the option of a 1.2 PureTech 60kW naturally aspirated engine fitted with a 5-speed MT, and 1.2 PureTech 61kW Turbo engine charged and fitted with the latest generation 6 speed EAT gearbox.

Pricing

  • C3 Feel: R239 900
  • C3 Shine: R289 000

Citroën C3 AirCross

The best way to describe the Citroën C3 AirCross is that it is ASSERTIVE. The New Citroën C3 Aircross is a compact 4.15-m long SUV distinguished by its powerful, original and fresh attitude. It boasts unique body styling fully representative of new Citroën models and all the attributes of a robust and protective SUV, including raised ground clearance, a high-set driving position, front and rear skid plates, large wheels and wing extenders.

The C3 Aircross is available in a 1.2 PureTech 81kW engine.

Citroën C3 AirCross
Citroën C3

Pricing

  • C3 Aircross Feel: R339 900
  • C3 Aircross Shine: R359 900

Citroën C5 AirCross

The C5 AirCross is Citroën’s flagship model. It is the most comfortable and modular SUV in its segment thanks to the Citroën Advanced Comfort® programme. The C5 AirCross features two major innovations: Citroën’s new suspension with Progressive Hydraulic Cushions® and Advanced Comfort seats with their unrivalled ability to offer peerless ride comfort, the result being an outstanding experience for all passengers.

Citroen C5 AirCross
Citroën C5 AirCross

New C5 Aircross SUV features a 12.3-inch Thin Film Transistor (TFT) digital instrument cluster and an 8-inch touchscreen, plus latest-generation driver assistance technologies.

The new, ultra-connected model can be equipped with Wireless Smartphone Charging and ConnectedCAM Citroën™ on the Shine models.

The new C5 Aircross is powered by an efficient and high-performance 1.6 THP 121kW petrol engine coupled to Citroën’s EAT6 automatic gearbox.

Pricing

  • C5 Aircross Feel: R469 900
  • C5 Aircross Shine: R509 900

All the new Citroëns come with Citroën Serenity:

1. 5 – Year / 100 000 km:  

Warranty & Service plan across the range

        2. Peace of Mind:

Courtesy Car, Citroën Parts Basket, Complimentary Vehicle health check. Microdot – Quick and easy Identification in the event of theft

        3. Safety:                                

Microdot, dedicated Apps connected to the car and Safety Film and Tracking solutions (optional)

        4. 360º Service

A Customer experience with a 24-Hour Customer CareCentre, Licence Renewal reminder; Roadside Assistance, Service plan and warranty expiry notification

Citroen vehicles can be serviced at any Peugeot Accredited Dealership nationwide.

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Thokozani Patrick Mahlangu

Thokozani Mahlangu is an internationally certified digital marketing professional and an Mcom Business Management graduate from the University of Johannesburg. He is the Chief Brand Creator of Pat onBrands and Pat onFitness- a fitness movement through which organizes weekly runs under the banner #RunWithPat.

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