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Citroen go on the offensive for sales
publication date: Feb 20, 2008
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author/source: David Miles
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Citroen has been setting out its stall to tempt buyers for the 08-plate change and a sales uplift cannot come soon enough for the French brand in Britain.
Citroen saw their UK car sales drop by 16.5pc in January as customers wait for the new 08 registration plate and the all-new C5 range which goes on sale in the UK in late Spring in saloon form. C5 Tourer estate versions (right) will arrive late Summer in time for the new 58-September plate change month.
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Although Citroen new car sales were down, registrations in January of their light commercial vehicles increased by 38pc.Citroen will continue their two-pronged marketing and sales strategies, the value for money brand and their wide range of low CO2 ‘green’ models of which there are 20 derivatives.
Their message is clear: Citroen offers vehicles with a competitive purchase price and low running costs as far as fuel economy and CO2 Vehicle Excise Duty charges are concerned.
Around 70pc of Citroen C5 sales traditionally go to fleet and business users in the very competitive D-segment, upper medium sector where the Ford Mondeo and Vauxhall Vectra battle it out for volume sales.
The BMW 3 Series, Mercedes C-Class and Audi A4 compete in the premium end of this sector and VW with the Passat and Citroen with the new C5 will do battle for the middle ground. Citroen traditionally averages around 8,500 C5 sales each year in the UK.
Although the C5 will not have its UK press launch until mid March, motoring writers have been given a sneak preview of the new saloon variant and the media exposure is likely to drive-up customer advance order demand prior to its official on sale date later that month or early April.
No prices have yet been released for the new C5 saloon but although the new car is no longer a five-door hatchback but a four-door saloon, and there is a definite move up-market in styling, it’s larger and with better equipment levels, the prices should not move too far from the current C5.
Currently C5 hatchback retail customers have models available to them ranging from £17,795 through to £23,695 but lesser specification ‘fleet’ variants range from £15,595 to £19,195.
Citroen has given the all-new C5 a prestige image with the sharper Germanic sculptured styling lines for the long, sleek saloon body. It looks a classy vehicle and the plush and well equipped interior is a considerable move up-market.
It feels a true five-seater, bordering on ‘premium’ class and there is a huge boot which is ‘executive’ class in size. For the driver the new C5 introduces the second-generation fixed-centre controls steering wheel introduced first with the C4 models.
Citroen say particular attention has been paid to soundproofing so the ride should be as quiet as it traditionally is with big Citroen passenger cars.
Petrol engines will include 127bhp 1.8i and 143bhp 2.0i-litre units and there will be four turbodiesel units with 110, 138, 173bhp outputs and a V6 208bhp unit.
All very impressive but let us hope the price is right and the move up-market doesn’t mean a move too far upwards for customers with tight budgets.
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Citroen is big in MPVs in the UK.
They sell over 20,000 Xsara Picasso models each year plus another 20,000 C4 Picasso and Grand C4 Picasso models and a significant amount of the budget priced Berlingo Multispace compact MPVs.
This makes their MPV total close to half their annual passenger car sales in the UK.
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The new special edition C4 Picasso Lounge (above) with four luxury ‘Captain’ style leather seats, a powerful HiFi sound system, acoustic laminated glass for a whisper quiet ride, big chrome wheels, black paint and more exterior chrome trim makes this a smart business or family ‘executive’ carrier.
This model is currently exclusive to the UK market and Citroen are initially supplying 250 units for sale priced at £23,995, £1,900 more than the C4 Picasso Auto Exclusive version on which it is based.
With its 2.0-litre HDI turbodiesel 138bhp engine now mated with Citroen’s new 6-speed automatic gearbox the C4 Lounge travels relatively smoothly and quietly up to 118mph and will return almost 40mpg, 33.9mpg on test this week.
The finish of the interior is exceptional and the exterior look is appealing but I have some worries as to the practicality of only offering for seats when the C4 Picasso normally offers five.
It is after all an MPV, or people carrier, but with only 250 units to sell I guess the executive chauffeur companies will be queuing up for them. The larger road wheels make the hard work of absorbing the potholes and bumps associated with our UK roads though.
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Putting a fresh face on existing models recreates interest from the customers, well timed for the March 08 plate sales effort.
Citroen had some sales success with the recent introduction of their C2 Code derivative (left) priced at £10,695.
Code specification basically adds to the standard specification of an existing model, alloy road wheels, special paintwork, leather upholstery, all feature.
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So in time for March sales interest they are introducing the C3 Pluriel Code at £12,995. The Pluriel has an electrically operated cabriolet roof and the Code version has a 1.4-litre petrol engine.
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However the new C1 Code priced at £7,945 for the three door and £8,295 for five door (right) is strong on sales appeal for customers who only need a small car which is ideal for city use and commuting.
With its 1.0-litre, three-cylinder petrol engine it will return over 60mpg and with low CO2 emissions of just 109g/km it means only a £35 a year road tax bill.
This Code features black metallic paint, alloy wheels, black leather upholstery and lots of chrome trim. It looks very smart, a small car big on style.
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Briefly they have a C2 1.6HDi VTS punchy diesel hatchback which goes from 0-62mph in 9.4 seconds yet does 60+mpg and with CO2 emissions of 109g/km road tax is £35 a year. This car carries a Group 6E insurance rating and is priced at £13,595.
Talking of ‘green’ Citroen are introducing the C4 Bioflex with a 1.6-litre engine which can run on E85 bioethanol, regular unleaded petrol or both. For those wanting to lower their car’s CO2 emissions they fall by 5pc to 160g/km. Both the C4 Bioflex hatchback and coupe models with this engine cost £14,195.
Citroen’s slow selling but wonderfully comfortable C6 large executive saloon will receive a sales boost with an option of a smaller diesel engine.
Up to now the C6 has been available with V6 petrol and diesel units with automatic transmissions. Sensibly they are now offering the C6 with a 2.2-litre HDi four-cylinder diesel engine and six-speed manual gearbox.
Top speed is 135mph, 0-62mph takes under 10 seconds but the CO2 levels come down to 175g/km giving a road tax bill of £165 a year and of course marginally less company car tax for business users.
Apart from having to change gear manually, the C6 2.2 HDi with a more practical engine should appeal to more customers. Depending on the specification level chosen it still costs between £28,395 and £34,695 and for that price there are better proven executive cars on the market, but perhaps none more distinctive.
©David Miles, MilesBetterNewsAgency
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