Citroen wants to reset brand perception in China

Article by Anita Panait, on August 16, 2013

Citroen’s plans to project an upscale image in China is facing a big hurdle, no thanks to the fact that a Citroen on the road is typically used as a taxi. Citroen was one of the first Western carmakers to set their foot in China in the early 1990s. The Fukang, a rebadged Citroen ZX, became a best-selling taxi in largest cities in China.

Although PSA/Peugeot-Citroen and local partner Dongfeng Motor discontinued the production of the Fukang in 2009, over 150,000 units are still roaming Chinese roads as part of taxi fleets in large cities. Citroen chief executive Frederic Banzet told Automotive News Europe that advertising campaigns and Citroen sales have helped change Citroen's image in China, but the association potential customers have with “any brand is the cars in the streets."

To help reset the perception of consumers in China, Citroen has made its DS sub-brand a stand-alone marque with its own dealer network, making the country the sole market where the line stands alone. According to Banzet, Citroen also is receiving an image boost in China from targeted advertising campaigns and local output of models like the C2, C4L and C5. [source: automotive news - sub. required]

Topics: citroen, china

If you liked the article, share on:

Comments

Recommended

South Korean carmaker Kia will try to follow up the success of its Sportage compact sports utility vehicle by introducing a smaller SUV (subcompact) in the United Kingdom in the...
by - October 18, 2017
It can no longer be denied that Jaguar Land Rover wants to design some more hardcore type versions of their SUV range --- soon after launching the Discovery SVX only...
by - October 18, 2017
Motorists in the United Kingdom who intend to purchase the new 2018 Hyundai Kona subcompact sports utility vehicle could start placing their orders on November 2, 2017. Marked by Hyundai...
by - October 18, 2017
For many years, Lamborghini has always relied on the use of large and powerful engines including the V10 and the V12. In fact, the company’s very first engine in the...
by - October 17, 2017
You can now get the Opel Crossland X that’s LPG-powered if you are not a fan of diesel. Recently, the company released their version of the Peugeot 2008 equipped with...
by - October 17, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries