Bonus: Autocar Meets Citroen CEO Xaiver Chardon
About this episode
Mark Tishaw interviews Xavier Chardon, the new CEO of Citroën, who shares insights from his first 100 days in the role. Chardon discusses the brand's rich history, current challenges, and plans for revitalization, including a focus on comfort, affordability, and reconnecting with customers. He addresses issues of brand confusion, competition from Chinese automakers, and the importance of quality and innovation in Citroën's future models. The conversation highlights Chardon's vision for Citroën as a leader in smart mobility and democratizing access to individual transport.
In this bonus episode of the Autocar podcast, editor Mark Tisshaw meets the recently appointed boss of Citroën, to hear how this iconic French brand will inject its "DNA and spirit" into its upcoming cars. Ahead of a big brand showcase in December, Xavier Chardon gives us clues about his battle plan, which includes a tight line-up of spacious, comfortable cars - and maybe even an e-2CV!
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Citroën
"...you said just off mic there, you're 100 days in giving Citroën to you. So 100 days in never been Citroën as a CEO position..."
Citroën is a car company from France that makes different types of vehicles. They are known for their unique designs and have been around for a long time, since 1919.
Citroën is a French automobile manufacturer known for its innovative designs and technology. Founded in 1919, the brand has a rich history and has produced a variety of iconic vehicles, including the Citroën 2CV and the Citroën DS.
DS
"...we shipped the logo and launched what has become the brand DS in the time in charge of Citroën France..."
DS is a luxury car brand that started as part of Citroën. They make fancier cars with unique designs and features.
DS Automobiles is a premium brand that originated from Citroën, focusing on luxury vehicles with distinctive styling and advanced technology. It was established to compete in the higher-end market segment.
market share
"...the brand has lost market share, a bit of confusion in terms of positioning and also products that were aging..."
Market share is how much of the total sales in a market a company has. For example, if Citroën sells 10 out of 100 cars in a market, their market share is 10%.
Market share is the portion of a market controlled by a particular company or product. It is often expressed as a percentage and indicates the company's competitiveness in the market.
brand positioning
"...a bit of confusion in terms of positioning and also products that were aging and also a couple of issues on quality side. And I'm here to benefit that we have to show that Citroën is back..."
Brand positioning is how a company wants people to think about its products compared to others. It's about creating a unique identity so customers know what to expect from the brand.
Brand positioning refers to the strategy of creating a unique impression in the minds of consumers about a brand. It involves defining how a brand is perceived in relation to competitors and what makes it distinct.
Chevrolet C5
"...ou have for the C3, but that you will find a full C5 across. On top of that, what do we do? We offer m..."
The Chevrolet Corvette is a fast and stylish sports car that many people love. It's famous for being powerful and fun to drive, making it a popular choice for car enthusiasts.
The Chevrolet Corvette is a high-performance sports car known for its powerful engines and sleek design. It has been a symbol of American automotive engineering since its introduction in 1953, often discussed for its performance capabilities and cultural significance.
Citroën C5
"...if you look at the shape of a C5 across and the shape on the back, for example, it's almost a kind of concept car."
The Citroën C5 is a car made by Citroën, a French company. It's known for being comfortable and having a unique design that stands out from other cars.
The Citroën C5 is a mid-size car produced by the French automaker Citroën, known for its comfort and innovative design features. It has been designed to provide a smooth ride and is often associated with advanced suspension systems.
smart mobility
"...Citroën is the car, it's the smart mobility choice for a better life. And then what do we do? I think we can have, if I play with some elements, we are bringing clever solutions to the customers."
Smart mobility means using new technologies to make transportation easier and better for everyone. It includes things like electric cars and ride-sharing services.
Smart mobility refers to innovative transportation solutions that leverage technology to improve efficiency, reduce environmental impact, and enhance user experience. This concept often includes electric vehicles, shared mobility services, and integrated transport systems.
comfort of suspension
"...we want to do this in a different way than all the chemicals shape. If you look at the shape of a C5 across and the shape on the back, for example, it's almost a kind of concept car."
Comfort of suspension means how well a car's system absorbs bumps and rough roads, making the ride smoother and more pleasant for passengers.
Comfort of suspension refers to the design and engineering of a vehicle's suspension system that prioritizes a smooth and comfortable ride over sportiness or performance. This is particularly important in vehicles like the Citroën C5, which aim to provide a relaxing driving experience.
Citroen AMI
"...f concept car. And if you look at what we do with AMI, we are the one that are democratizing. And you c..."
The Citroen AMI is a tiny electric car made for driving around cities. It's easy to park and helps reduce pollution, making it a great option for short trips.
The Citroen AMI is a compact electric vehicle designed for urban mobility, emphasizing affordability and accessibility. Its unique design and small size make it ideal for city driving, and it represents Citroen's commitment to sustainable transportation.
Audi S3
".... And today if I look at Europe on the C3 and the S3. We have record more than 1.1 million cars."
The Audi S3 is a small, luxury car that is faster and sportier than the regular Audi A3. It's known for being comfortable and fun to drive, with a nice interior.
The Audi S3 is a sporty version of the Audi A3, featuring a more powerful engine, enhanced handling, and distinctive styling. It is often discussed for its blend of luxury and performance, making it a popular choice among compact luxury car buyers.
Citroën C5 Aircross
"How would you describe a Citroen in 2025? Because I came on one of your events about 18 months ago. And that feels quite a different car, obviously, because it's more, but it's in positioning to the C5 Aircraft."
The Citroën C5 Aircross is a type of SUV made by the French brand Citroën. It's designed to be comfortable and has a unique look, making it different from other SUVs.
The Citroën C5 Aircross is a compact SUV known for its comfort and distinctive design. It features advanced suspension technology for a smooth ride and is part of Citroën's lineup aimed at providing a unique driving experience.
Citroen C3
"...I look at the C3 compared to the very closely related brand-new panda. My opinion, I think the Fiat has a lot more character in the Citroen."
The Citroen C3 is a small car that is designed to be stylish and comfortable. It's popular for city driving and has a unique look.
The Citroen C3 is a subcompact car known for its distinctive design and comfort. It is part of Citroen's lineup that emphasizes style and practicality.
Fiat Panda
"...I look at the C3 compared to the very closely related brand-new panda. My opinion, I think the Fiat has a lot more character in the Citroen."
The Fiat Panda is a small car that is very practical and great for city driving. It has a unique shape that makes it easy to use and park.
The Fiat Panda is a compact city car that is known for its practicality and versatility. It has a boxy design that maximizes interior space.
SUV and crossover
"Today, we have to understand that people are definitely moving from limousine to SUV and crossover. They want a higher seating position"
SUVs and crossovers are types of cars that are taller and have more space inside. They are popular because they make it easier to see the road and can carry more stuff than regular cars.
SUVs (Sport Utility Vehicles) and crossovers are popular vehicle types that offer higher seating positions and more cargo space compared to traditional sedans. They combine the features of passenger cars with the utility of larger vehicles.
Citroën C1
"I remember when I was head of Citroën in France, C1 was a great example."
The Citroën C1 is a small car that is easy to drive in cities. It's affordable and great for people who need a practical vehicle for everyday use.
The Citroën C1 is a compact city car that was designed for urban driving and affordability. It is known for its small size, efficiency, and practicality, making it a popular choice in European markets.
C3
"...there's definitely a big gap in the Citroën range between Niami and the C3."
The Citroën C3 is a small car made by Citroën, which is known for being easy to drive and stylish. It's a good choice for city driving.
The Citroën C3 is a popular supermini car known for its compact size and distinctive design. It often appeals to urban drivers looking for efficiency and style.
Stellantis
"And then that leads into its position within Stellantis. Does being within such a large car group force you to really focus in?"
Stellantis is a big company that owns many car brands, including Citroen. They make a lot of different cars and help those brands work together.
Stellantis is a multinational automotive manufacturing corporation formed from the merger of Fiat Chrysler Automobiles and PSA Group. It encompasses a wide range of car brands, including Citroen, Peugeot, Jeep, and Chrysler.
Tesla Model 3
"which we could see whenever able to do with model 3 and model 1. So basically I believe that if you h..."
The Tesla Model 3 is a type of car that runs on electricity instead of gas. It's known for being efficient, having a long driving range, and being packed with cool technology.
The Tesla Model 3 is an all-electric sedan that has gained popularity for its range, performance, and advanced technology features. As one of the most affordable models in Tesla's lineup, it represents a significant step towards making electric vehicles more accessible to the general public.
C5
"So if you drive, for example, C5 and the visual role, you will see that we are much more family-oriented."
The C5 is a version of the Chevrolet Corvette, a famous sports car. This generation was made from the late 1990s to early 2000s and is known for being fast and stylish.
The C5 refers to the fifth generation of the Chevrolet Corvette, produced from 1997 to 2004. It is known for its modern design and performance capabilities.
Citroën 2CV
"...inspired by the 2CV, one of Citroën's icons. How do you say you're a car guy in your first answer? What does the 2CV mean to you?"
The Citroën 2CV is a famous car from France that was made for many years. It's known for being simple and useful, and a lot of people love it for its unique look.
The Citroën 2CV is a classic French car known for its simple design and practicality. It was produced from 1948 to 1990 and became an icon of French automotive history, symbolizing affordable transportation.
Citroen 2CV
"some clues around something inspired by the 2CV, one of Citron's icons."
The Citroen 2CV is an old-fashioned car from France that is famous for being simple and affordable. It was designed to help everyday people own a car and is loved for its unique look.
The Citroen 2CV is a classic French car that was produced from 1948 to 1990, known for its simple design and practicality. It played a significant role in making car ownership accessible to the masses in post-war Europe and is celebrated for its quirky charm.
3CV
"...Do you think that the 3CV is a nice car? If you look at the shape, one wonder why this car is still so iconic?"
The Citroën 3CV is a famous small car from France that many people recognize. It was designed to be simple and affordable, making it popular in its time.
The Citroën 3CV, also known as the Citroën 2CV, is a classic French car known for its distinctive shape and practical design. It was produced from 1948 to 1990 and became an icon of automotive history due to its affordability and functionality.
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