Report: Citroen to introduce a new sub-brand

Article by Christian Andrei, on August 26, 2010

As part of plans to heighten the appeal of Citroen's cars, a new product family will be launched for the "iPod generation". This product group would be the fourth for Citroen, which currently has the DS, the regular Citroen brand and the Picasso MPV family.

In an interview, PSA Peugeot-Citroen design boss Jean-Pierre Ploue said that this new sub-brand will be introduced at the Paris motor show this autumn.

Very recently, Citoren successfully launched its DS lineup and has already raised sales projections for the DS3. Ploue denied speculations that Citroen is working on a budget model line.

He said that the brand is "defined not by price, but by simplicity and ingenuity of design." He explained that this family is intended for those who "value design purity above all else: for the iPod generation."

Ploue declined to reveal the name but he promises that the brand will shock everyone in the Paris show. He further relates that the family signifies a break from tradition.

Ploue points to the "innovative spirit" of Citroen's iconic 2CV as having been the inspiration for its new model family. However, the real inspiration for the new brand is the C-Cactus concept from the 2007 Frankfurt show.

The C-Cactus is a 4.2m-long compact family hatch that stands out due to its unusual cabin design, innovative packaging and simplified features. It didn"t enter production as a Citroen this year because it was considered "too challenging." Apparently, the vehicle will make its way into showrooms as a part of this all-new sub-brand.

Topics: citroen

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