Stylish & European ~
Citroën Sharpens its Competitive Edge in Australia

For the first time in 75 years of history in Australia, Citroën, Australia’s longest continuous imported marque, is preparing to do serious business in this country.

Citroën’s fresh approach to the Australian marketplace will be defined by a three point strategy, aimed at raising the brand profile and achieving aggressive sales targets by the year 2000.

This strategy has been underpinned initially by a Guaranteed Product Plan, designed to ensure that a continuous and significant flow of new models reaches the Australian market.

Spearheading this plan is the new Xantia range. Models released this year already include the Xantia Activa Turbo CT, the 75th Anniversary 2.0L 16 V Xantia with auto adaptive transmission and the powerful 3.0L 24 valve V6 Xantia. These new models were closely followed by the new 1.8L and 2.0L Xsara in August, with the stylish Xsara Coupé appearing in early 1999.

Under evaluation for potential introduction in the future are additional Xsara and Xantia variants, a Citroën van range, including the Berlingo commercial van and a stylish new competitor for the light van segment.

Australian motorists will not only have the choice of a significant new Citroën range, they will also benefit from Citroën’s determination to pursue an aggressively competitive pricing policy.

Priced at $39,990, the Xantia is competitive with entry-level prestige marques and represents excellent value for money in comparison to its European competitors. The Xsara is also priced very competitively at $26,990 including Auto Climate Control.

An additional feature of Citroën’s growth plan for Australia, is the creation of aggressive sales targets. Citroën aims to raise sales volumes over the range by 30% to 2000 vehicles in the next two years.

A quality dealer network will actively pursue these targets. Citroën has established nine major metropolitan dealers in twelve locations across six states, including a new location in Church Street, Melbourne. These dealers will be supported by a number of provincial dealers.

Another important element in the Citroën facelift has been a substantial expansion of marketing investment by both Citroën International and the Australian distributor, Ateco Automotive. This investment is aimed at significantly raising the brand profile of Citroën and establishing a ready market for new models.

European supermodel, Claudia Schiffer, has been contracted as the face of Citroën in Australia, positioning the brand as chic, stylish and distinctly European. Brand identity will be further enhanced by the adoption of a campaign slogan: "Nothing Moves You Like A Citroën".

For further information please
e-Mail Miles Williams - General Manager on
mwilliams@citroen.com.au

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1/10/1998

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