THE DECISION to build a modern Citroen 2CV may reflect the new flexibility at PSA under Jean-Martin Folz. The chairman wants to promote industrial synergy between Peugeot and Citroen, while giving the brands more independence to develop niche models.
But the 2CV project also demonstrates the possibilities for product planners - and brand managers - everywhere.
Basing a new 2CV on the coming Peugeot 206 is a natural. The decision almost makes itself - especially after Volkswagen has shown the way with the new Beetle.
In Europe, the 2CV may have more appeal than the Beetle, which was a cult item mainly in North America.
The auto nostalgia trend is made possible by flexible, modern platforms. Carmakers are able to bring out contemporary versions of their greatest hits almost as easily as they launch new ad campaigns.
What better way to manage the brand.