PARIS -- Citroen unveiled a modern version of its iconic 1960s Mehari convertible that it hopes will give the brand an image boost.
The E-Mehari's simple, boxy design and plastic bodywork echoes the original Mehari that was a popular beach buggy and was also used as a utilitarian vehicle by farmers and the French military.
The E-Mehari "capitalizes on Citroen's creativity and its capacity to dare," Xavier Peugeot, Citroen's product planning chief, told Automotive News Europe at the launch event at the brand's design center in Velizy-Villacoublay near Paris, on Monday.
Citroen did not disclose pricing or volume targets for the E-Mehari. "It is not a volume seller but an image accelerator," Xavier Peugeot said.
He said hotels would be ideal customers to offer guests a "simple and fun" means of transportation while visiting. Fleet and private customers seeking a second car are also among target buyers.
The E-Mehari is designed to appeal to customers looking for a fun, trendy and environmentally friendly car, Citroen said in a statement.
Citroen is building the E-Mehari at parent PSA/Peugeot-Citroen's factory in Rennes, western France, where PSA also builds the similarly designed Bollore Bluesummer electric convertible.