Citroen Strategy Director Mathieu Bellamy says the brand’s reinvention hinges on offering unconventionally designed cars that emphasize comfort and feeling good. The move in this direction started with the quirky-looking-but-successful C4 Cactus and has continued with the Aircross crossover concept. Bellamy shared the next steps in Citroen’s plan with Automotive News Europe Correspondent Bruce Gain.
What have been the key steps of Citroen’s reinvention?
The beginning of Citroen’s reinvention as a brand began when [former Citroen subbrand] DS became a separate division in 2014. We began to return to the real DNA of Citroen last year. CEO Linda Jackson has redefined Citroen’s targets. These targets included improving our position as a mainstream carmaker, but we also started to adapt and adjust to new trends regarding what customers want. We want to be a brand that is synonymous with all that is easy and comfortable in the world.
Could you update us on the status of the C4 replacement?
We have been busy brainstorming. We are reinventing the model for this segment.
In what ways do the uniquely designed C4 Cactus and Aircross concept represent Citroen’s new direction as a brand?
We will continue to add some elements of the C4 Cactus, such as the Airbumps [to other models], but we will offer new styling too. Future models will definitely be very unique compared with competitors’ models in the different segments.