PARIS -- Citroen says its dealer network must play a major role in a new global rebranding campaign.
The French automaker has called on its 3,300 dealers to overhaul 8,000 sales and service centers worldwide during the next five years.
Dealers are also being asked to implement new service standards aimed at boosting Citroens customer satisfaction and quality ratings among car buyers.
We are going to ask our dealers to make a real effort, but were going to take a pragmatic approach for the evolution of our existing showrooms, Citroen Marketing Director Xavier Chardon said during a presentation of the rebranding initiative here earlier this month.
Citroen estimates dealers will invest 100,000 to 150,000 per-site to meet the new standards. Dealers building new shops will be held to even higher levels of brand identification.
The campaign comes as most dealers are struggling to survive the global economic slowdown. Citroen says it realizes that its retailers are under pressure and that is the reason the automaker is giving dealers five years to make the upgrades.
The plan calls for dealers to roll out Citroens new corporate identity, putting the spotlight on an updated logo and a new red and white color scheme designed to modernize the French brand.