CHINA: DONGFENG CITROËN CELEBRATES THE BRAND’S 95TH BIRTHDAY AND LAUNCHES ITS NEW SUV, THE LE C3-XR
The “CITROËN Brand festival” was held yesterday evening in Shanghai. With 1,500 Chinese participants in attendance – including dealers, journalists, customers, partners and VIPs – the major event was organised by Dongfeng CITROËN to celebrate the Brand’s 95th birthday and kick off the launch of the joint venture’s new SUV, the C3-XR. Speaking at the event, Linda Jackson, CEO of CITROËN, reaffirmed the new worldwide positioning of the Brand.
The “CITROËN Brand Festival”, an event organised by Dongfeng CITROËN, kicked off at 7.30 pm on 21 December 2014 at the Shanghai Oriental Sports Center.
Over 1,500 Chinese participants were in attendance, including dealers from the network, joint-venture staff, partners, journalists, customers and VIPs.
The aim was to rally the participants around the CITROËN adventure by celebrating:
· the Brand’s 95th birthday
Ninety-five years marked by a strong culture, inherited from André Citroën. A true visionary, the founder of the Brand successfully brought a practical and optimistic response to the expectations of customers at the time, combining creativity and technology to enhance well-being. That DNA, from 1919 to the present day – a period studded with legendary and popular models – informs the identity of CITROËN and is behind the Brand’s significance in world automotive history.
Speaking at the event, Linda Jackson, CEO of CITROËN, reaffirmed the power of CITROËN’s product strategy: “Our new worldwide positioning reinvests CITROËN’s DNA, combining creativity with technology to enhance well-being and bringing a practical and optimistic response to customer expectations. It is for this reason that we have to make a difference with what really counts for our customers, namely design, comfort and useful technology. From now on, these key values will inform every new CITROËN.”
· the launch of the new CITROËN SUV, the C3-XR
After world revealing the CITROËN C3-XR to Chinese journalists at C_42 in Paris on 30 September and then presenting it to the public at the Guangzhou Motor Show last month, the new SUV has now been officially launched in China. The new model, produced locally at the Wuhan site, is the first SUV in the Dongfeng CITROËN range. Following the launches of the C4 L and New C-Elysée sedans last year, the new model in the high-potential SUV market in China (where SUV sales grew 35% in the first 11 months of 2014) extends the joint venture’s range in the C segment, which accounts for over one passenger-car sale in two in China. The C3-XR is yet another key strength in the Brand’s sales offensive in China.