STRENGTHENED BY THE SUCCESS OF ITS PRODUCT OFFENSIVE, CITROËN ACHIEVED ITS HIGHEST SALES IN EUROPE FOR SEVEN YEARS
Following the publication of the PSA Group press release this morning, here is a summary of the main highlights on Citroën’s sales results in 2018.
“Strengthened by our renewed and consistent range, with no fewer than six major launches since 2016, we achieve a sales record in Europe for seven years, increasing our market share in passenger cars and light commercial vehicles alike. This performance underlines the appeal of the ‘New Citroën’ that we have built over the last four years. And this momentum will be pursued this year with the launch of our New C5 Aircross SUV and the continuation of the New Berlingo launch begun in September 2018. In 2019, Citroën will also be celebrating its Centenary, with a host of surprises in store! See you at the Geneva Motor Show in March to find out more!”
Linda Jackson, Chief Executive Officer, Citroën Brand
EUROPE (30 COUNTRIES): 825,000 sales
- Highest sales volume for seven years (the 800,000 mark had not been topped since 2011)
- 5th consecutive year of growth => +28% on 2013
- In registrations: the Brand is gaining ground on all fronts:
- PC+LCV: growth of 4.6%, much higher than market growth (+0.3%) => market share: +0.2 pts (4.5%)
- PC: growth of 5.0% in a stable market (-0.0%) => market share: +0.2 pts (3.8%) /It is the strongest growth in top 12 best-selling brands in Europe (tied with Peugeot)
- LCV: growth of 3.5%, higher than the market (+3.0%) => market share: 9.5% / Citroën in the top 5 best-selling brands in Europe (up 1 place)
A MOMENTUM DRIVEN BY THE SUCCESS OF LATEST LAUNCHES
- C3: over 510,000 sales since its launch (Nov. 2016) including over 240,000 in 2018
- In Europe = growth of 6% in orders vs 2017
- Rich mixes: 40% ‘Shine’ (level 3/3) / 65% bi-tone / 55% ‘Airbump’ / 25% optional interiors
- C3 Aircross SUV: almost 160,000 sales since its launch (Oct. 2017) including over 120,000 in 2018
- 2nd PC best-seller for Citroën (after C3)
- Rich mixes: 50% ‘Shine’ (level 3/3) / 30% optional interiors / 30% bi-tone / 25% Colour Packs
- C4 Cactus: almost 80 000 sales in 2018
- Thanks to New C4 Cactus, the model is showing growth of 33% vs 2017 (vs C4 Cactus phase 1)
- Rich mixes: 55% ‘Shine’ (level 3/3) / 55% Colour Packs / 65% ‘Advanced Comfort’ seats
- Jumpy (Dispatch)/SpaceTourer: almost 140,000 sales since the launch (2016) including over 60,000 in 2018 i.e. +19% vs 2017
- New Berlingo Van/Berlingo: launched in September and already 42,000 sales
- Berlingo Van = leader in its segment (F1) in Europe (YTD registrations 11 months of 2018)
- C5 Aircross SUV (excluding China): only just launched in Europe, it has already accumulated over 6,000 sales
CHINA AND SOUTH-EAST ASIA: 114,000 sales
- China remains Citroën’s second-biggest market, but the contraction in the Chinese market (down 2% for the year and -10% in H2*), marked by heightened competition (price war driven by over 100 brands), led to a decrease (-13%) in Citroën sales in the country.
- However, the Brand pursued its SUV offensive in 2018 with the launch of C4 Aircross (Chinese version of C3 Aircross) in late September (nearly 2,000 sales). C5 Aircross SUV has sold in nearly 50,000 units since launch in September 2017 (nearly 25,000 in 2018).
- Citroën will continue its offensive in 2019 with, on 16 January, the reveal of the mid-life version of the C3-XR SUV, which will be on sale from March.
LATIN AMERICA: 60,400 sales
- The sales decrease in this region resulted largely from the dip in the Argentine market (down 10% for the year and -32% in H2), Citroën's number-one market in the region, and the depreciation of exchange rates.
- Nonetheless, Citroën sales increased in Brazil (number-two market) and Chile (number three), as well as in Ecuador and Colombia (up 1.5%, 10%, 71% and 43%, respectively).
- The local version of C4 Cactus (produced at Porto Real in Brazil) was launched in September => well received, leading to nearly 9,000 local sales for C4 Cactus = x4.5 vs 2017!
- Also of note was the growth in sales of New C3 (+9.5%) and New Jumpy (produced locally in Uruguay since H2 2017), whose sales have more than doubled.
MIDDLE EAST AND AFRICA: 34,700 sales
- The sales decrease in this region resulted largely from the fall in the Turkish market (down 35% for the year and -52% in H2) which is Citroën's 1st market in the zone (Turkey itself represented 46% of Citroën sales in the region in 2017, and only represented 23% in 2018)
- However, in the French Overseas Territories (attached to this region), Citroën sales increased, notably in Réunion (+13%), Guadeloupe (+17%) and French Guiana (+2.5%).
EURASIA: 6,400 sales
- Boosted by the H1 launch of Jumpy/SpaceTourer produced in Kaluga (Citroën’s local best-seller), the brand has stabilised its sales (+0.7%) despite a slowing of the Russian market in H2.
- In Ukraine, Citroën registrations were up nearly 50% in a market that contracted. The Brand increased its market share by nearly one point to 2.8%.
INDIA PACIFIC: 5,700 sales
- After an exceptional year in 2017 (+36% vs 2016), Citroën confirmed its strong sales performance in the region in 2018 : -390 sales vs 2017, but still +27% on 2016.
- Noteworthy: Sales growth of 7% in Japan (number-one market), the highest volume for over 20 years / Sales up 27% in South Korea (number-two market) / C3 is the brand’s local best-seller with sales up 66%.
*H1 = first half of year / H2 = second half of year.