On September 30, Dongfeng Citroen's first SUV, the C3-XR, completed its world debut in Hall C42 of the Champs-Elysees in Paris. Hall C42 is the flagship showroom of the Citroën brand. With its innovative design and artistic styling, it is the only new building allowed on the Champs-Elysées since 1975. It is an unmissable sight on the street of Fragrance, and is visited every day. The tourists are endless.
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Since 1932, the C42 showroom is the showcase of Citroën cars in Paris. It is worth mentioning that the C3-XR is the first and only vehicle to hold a global debut ceremony here. Dong Chen Citroen general manager Chen Hao said that this fully reflects the Citroen and Dongfeng Citroen C3-XR expectations and expectations. His words are not polite. At the debut ceremony, Citraron CEO Linda Jackson frankly stated that Citroen sells four cars each, one in China. The Chinese market has become the largest single market for PSA in the world, and it is PSA brand international. The core of chemistry.
The significance of C3-XR to Dongfeng Citroen is unusual. The Citroen brand has entered China for 22 years, but in recent years, Dongfeng Citroen has only entered the fast lane of development. In the first half of this year, Dongfeng Citroen sold 155,500 vehicles, an increase of 16% year-on-year. In July, the sales volume exceeded 24,000 vehicles, a year-on-year increase of 35%. The new Sega, C4L, and the new Elysee all have a good market performance. Under the background of a slowing down of the overall auto market, Dongfeng Citroen has demonstrated its strength.
According to the "Dragon C plan" released in 2013, Dongfeng Citroen aims to sell 330,000 vehicles this year and 400,000 vehicles in 2015. However, Dongfeng Citroen currently only launched the new Elysee, SEGA, C4L and C5 four models. Although Chen Hao believes that there are no suspense in achieving the sales target of 330,000 units this year, this product lineup is still weak compared with those of Volkswagen and General Motors. Therefore, the C3-XR should be shipped out. This is the first time that Dongfeng Citroen has entered the SUV market. According to Chen Hao's plan, the vehicle will be sold in the first year of 60,000 units, which will be a strong driving force for driving the growth of Dongfeng Citroen's sales.
For this reason, the C3-XR is fully equipped with almost all the Citroen brand. Dongfeng Citroen deputy general manager Bona Wen said that the C3-XR is designed on a brand new platform and includes a 1.6THP engine, a 6-speed tiptronic gearbox, an STT idle start/stop system, a 1.3 square meter Muguang panoramic canopy, and a Citroen sole Some DCS dynamic comfortable chassis system and so on.
For the Dongfeng Citroen brand, C3-XR is also significant. In 2015, Dongfeng Citroen will usher in the end of the brand's mid-term planning of the “Dragon C Planâ€. The design of the C3-XR explains Dongfeng Citroen's brand concept of “comfort, fashion and technology†while improving the Dongfeng Citroen product matrix. , will build a new growth point, strive to achieve a "double upgrade" of brand image and market share, in order to promote the "Dragon C Plan" to provide a strong boost, and strengthen the company's influence in the global market.
More importantly, previous media rumors that PSA Group CEO Tang Weishi said that Citroen will be a low-end brand. However, the listing of C3-XR will correct this rumors and re-establish Dongfeng Citroen's brand image and development direction. Chen Hao said that by the end of this year, Dongfeng Citroen will use the listing of C3-XR to launch new brand positioning and brand ideas, answer the question of where Dongfeng Citroen's future brand will go, and make a decision on Dongfeng Citroen brand positioning after Tang Weishi’s CEO took office. clarify. "Citroen will not be a low-end brand, there is no such concept."
This can be seen from the positioning of C3-XR by Citroën. Citroen officially stated that the C3-XR is a global strategic model of the Citroen brand, embodying Citroën’s future development philosophy, which will inject fresh blood into the entire Citroen family, refresh the brand image, and give Citroen brand fashion and young DNA. The first launch of the C3-XR in the Chinese market is an important component of Citroen's acceleration of the "China Strategy", fulfilling Citroën's commitment to "giving the best products to the most important markets first," and demonstrating that Citroen's "China Strategy" is speeding up. .
In April 2013, Dongfeng Citroen released the “Dragon C Planâ€, announcing that it will launch at least one new model every year for the next three years and introduce SUV models. At the same time, it will continue to enrich its technical reserves and achieve a complete upgrade of the powertrain. In September 2014, the C3-XR finally arrived. Starting from C3-XR, Dongfeng Citroen entered a period of intensive product launches and entered a new round of rapid growth. Chen Hao said that in the future, Dongfeng Citroen will launch one or two new cars each year. It will also introduce higher and larger SUVs than the current level, and will also introduce MPVs and more advanced D-class cars.
With the intensive delivery of products, Dongfeng Citroen also launched a simultaneous upgrade of its powertrain, network construction and service quality. On August 15 of this year, Dongfeng Citroen Liyang Plant announced the "E move across T+STT core power" strategy and launched T+STT core power. In the future, Dongfeng Citroen will launch 1.6T, 1.8T, 1.2T and corresponding automatic transmissions to solve the powertrain problem. Currently, Dongfeng Citroen has 446 outlets and plans to increase it to 471 by the end of the year, cover 85% of the cities, and target more than 550 next year. In the sales service area, Dongfeng Citroen ranked first in 2014 with the highest score of 772 points in the industry.
"The appearance of the C3-XR sounded the charge of the Dongfeng Citroen offense. Based on this year's rapid growth, Dongfeng Citroen will enter a new stage of growth," Chen said.
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