Citroen CEO Jackson explains how quirky C4 Cactus is changing brand's 'spirit'

The C4 Cactus has been a sales winner. Citroen has sold 90,000 C4 Cactus models since its debut last year and the car was awarded the World Car Design of the Year at the New York auto show in April. Citroen CEO Linda Jackson wants to channel the quirky compact hatchback’s success into the rest of the brand’s lineup. Jackson explained how in an interview with Automotive News Europe Correspondent Nick Gibbs.

What would stop you from making a compact SUV based on the Aircross concept vehicle?

I would like an SUV in the lineup. We used the concept to show we can take the spirit of the C4 Cactus and put it in any segment.

What other segment lends itself to “Cactus-ization?”

Any segment. The C4 Cactus’ spirit is about three things: design, where you immediately recognize it’s a Citroen; comfort; and useful technology. It’s not about making a small, medium and large Cactus, we’re taking the spirit and adapting it. That’s why we were so keen on doing the Aircross concept. That showed we can put that spirit in an SUV. Then we can move into a sedan, a small sedan, a hatchback or whatever it may be and that is what we will do.

C4 Cactus sales are going well. Where has it been successful?

The UK, Netherlands and Spain. Germany, interestingly, is starting to increase in sales. I think it’s because we’re offering something that’s not a direct competitor to a car from a German manufacturer. The C4 Cactus was originally made only for Europe, but we’re now extending it to Australia and South Africa and we may potentially introduce it into Southeast Asia.

Are Citroens sold in Southeast Asia?

Only in Malaysia.

You’ve said you want 50 percent of Citroen sales outside Europe in by 2018. Will that all come from China?

We are at 40 percent at the moment [for sales outside Europe]. Clearly a large majority of our short-term growth will come from China. We’re also looking at expanding into new frontiers. There are lots of studies going on.

Is that China growth going to come from SUVs?

Yes, a large part. We’re seeing fantastic growth of the [China-only] C3XR. Only six months after it was launched we’re already increasing production.

Last year your boss, PSA CEO Carlos Tavares, said he wanted to cut the number of Citroen models to seven from 14. You’ve said those seven are “silhouettes” rather than models. What do you mean by that?

A silhouette is basically like a platform on top of which you create what you want. For example, you could have a C4 hatch and a type of SUV on one silhouette. It’s not restricted to seven models. Of the 14 right now, some are purely Chinese, some are purely South American. Simply by making sure I’ve only got one model globally I reduce the number quite dramatically.

You said the seven silhouettes didn’t include cars made with partners or commercial vehicles. PSA is in partnership with General Motors to make three new models, including a new Berlingo van. Is Citroen taking one of the cars as well?

Yes. GM has announced it’s jointly developing with PSA a compact vehicle so clearly that’s what we are developing.

Would you like to go into the U.S?

It is not our priority. We need to complete our Back in the Race [revival plan] by 2018 and then maybe we will look at the U.S. Going into America is extremely important but also complicated in terms of distribution.