Citroen will unveil the first of its C-line cars at the Frankfurt Motor Show in September, sources privy to the carmaker told AutoCar. The C-line will banner Citroen’s efforts in positioning itself as value brand offer simplicity. The carmaker targets the C-line to those who "seek a balance between cost and functionality."
The first C-line model, which would replace the C3 supermini, will have a "bold" styling but at the same time will feature the simplicity of the 2010 Lacoste concept. The C-line look will be carried across the rest of the Citroen range "as quickly as possible," Autocar has learned. In 2012, Citroen chief executive Frederic Banzet described the C-line as "competitively priced," rather than a direct rival for the budget brand Dacia.
Citroen plans to trim down the manufacturing costs for the C-line by reducing the number of available drivetrain and trim options. But C-line customers don’t have to worry since they could still customize their vehicle with options like a large touchscreen and upgraded sound system. Citroen will be able to trim costs as well as delivery times by having many of those options fitted by dealers.
According to Banzet, the launch of the C-line would be the last link in the chain of repositioning PSA's three brands – Peugeot, Citroen and DS. Peugeot is now positioned as a player in the 'premium mainstream' market, competing against the likes of Volkswagen.
Citroen on the other hand, is crammed in between Dacia and mainstream brands like Ford. Citroën's DS, meanwhile, is positioned as a 'near premium' brand. Citroen disclosed in May 2013 that it was dividing its design department into two: a new DS studio under Thierry Metroz, and the C-line studio under Alexandre Malval. [source: Autocar]