Statistics from data specialist Jato Dynamics show that the European car market declined in the last months of 2011. More and more specialists are convinced that the European car market has become saturated. Thierry Metroz, Citroën Design Director, also believes that no significant growth can be expected in the European car market in 2012. “It will be a tough struggle, in which the brands that present the best image and create the clearest distinction in terms of technology and design, have the best future opportunities.” And that’s just what Citroën plans to do.
“There are no bad cars today, in terms of either quality of style”, says Thierry Metroz. “The only way to differentiate yourself in the future is by creating a strong brand image. And design is one of the central elements of this.”
That design has evolved over the years. According to Thierry Metroz there are 5 new design laws: the design must take account of the social and political considerations in respect of the environment, CO2 emissions and fuel consumption, and aerodynamics is the codeword. Secondly, there are stringent guidelines for safety standards, with pedestrian safety in particular imposing a significant workload. A third element is to create a sense of brand exclusivity, while increasing numbers of manufacturers cooperate, arrange production synergies and share platforms. A fourth element is a direct consequence of the saturation of the European market and the economic boom in other continents. The design language can no longer focus solely on the European market, but has become a global phenomenon. Finally there is an evolution in the segmentation of the models. Exclusivity, luxury and comfort are not the preserve of the biggest and most expensive models. Premium elements can be found today in all segments.
Distinction between Citroën and DS
For Citroën, design has been the key word in the past few years for distinguishing itself from the competition. The successful DS line once again gives the French car brand a stylish image that it had lost in the 90’s. Now Citroën has got its designs back on track, the brand dares to look forward with more ambition. “There are three groups of car brands, with a specific style and message for the customer”, says Mr Metroz. “There are the Ultra Brands, where the image is so strong that the product itself and the technology are secondary. They are the brands that make you dream. That is where we want to take Citroën. A second category is called the Reference Brands. For these, technological ingenuity is central. The technology brings the consumer to the quality of the product. The third category is the so-called Non Brands, where price is what drives consumer choice. Each of these three brand groups has an identity and an audience.”
Citroën aims to further differentiate its branding and image by splitting up its branding along the lines of Land Rover and Range Rover. “Citroën is one of the few automotive brands that have made their mark on a particular period of time in terms of design and technology. And we will continue to do that through two distinct directions. We are concentrating the Citroën products around values such as simplicity, intelligence and intuition. The DS line will communicate values such as sophistication, exclusivity, and respect for technological skill and cultural heritage.”
Product personalisation
In terms of products, the DS range will be further expanded with a new sedan, an SUV and a limousine. In addition, customers will be given the opportunity to personalise their new DS-model in detail. “We actually want to go really far in terms of customisation options for the DS models. Each customer is entitled to purchase a DS model that fits in perfectly with his own identity.” Thierry Metroz expects that this personalisation will certainly be an asset in China. “The sense of exclusivity is something the Chinese consumer has really taken to. As a result we expect strong DS sales in China. We have even started a second joint venture in China, with a factory where only DS models will roll off the production line. A next step is the creation of exclusive DS stores and DS concessions.”
Citroën, in other words, believes in the DS story to such an extent that the DS line has been given a life of its own.
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