Bruce Newton•28 Mar 2013
NEWS
Citroen Aussie range expansion
Local boss heads to Paris to check out DS3 racing, people-movers and future modelsThe DS3 Racing hot hatch will be one of many cars on Citroen Automobiles Australia general manager/director John Startari’s radar at the company’s global distributor conference in Paris next week.
Startari, who picked up the reigns at Citroen last February when CAA’s parent Sime Darby took over Australian distribution of the historic French brand from Ateco Automotive, is on a mission to add more models to the local lineup.
“There are a lot of vehicles we don’t have in this market that have to be seen,” he said. “If the products are there and they are viable then we want to examine them.”
Already confirmed to arrive in Australia in 2012 are the DS3 Cabrio, DS5 D Sport turbo-diesel auto (priced at $51,990), an updated C3 three-level range in September led by a petrol 1.2-litre manual and an entry-level 1.6-litre turbo-petrol Grand Picasso people-mover. An all-new Grand Picasso arrives in 2014.
The 99g CO2/km DS5 Hybrid4, which combines turbo-diesel front-wheel drive with electric rear-wheel drive, is also under consideration for Australia but not yet confirmed.
The annual global distributor conference showcases both current models and what’s coming down the pipeline. Startari says it will be vital in helping plan a new model strategy to underpin immediate sales growth and hitting record sales targets down the track.
“We can see first hand what products are available and whether they fit our strategy,” Startari said. “You can look at brochures and compare specs, but seeing and feeling and touching the product and speaking to the people responsible – the engineers and designers – to see if modifications can be done that appeal to our market... it’s invaluable.
“That can’t be done by email and late night tele-conferences. It’s impossible.”
The 150kW DS3 Racing (pictured), which was shown in updated form at the Geneva show, “is a car we would love to have, but we believe there are homologation issues,” Startari said.
“There’s also a whole range of large people-movers,” he added. “If there is a case there for it – great!
“There is also a whole host of variations of the current product that haven’t been considered and it’s important to consider everything.”
However, it's clear that some cars have already been considered and dismissed. Definitely off the list is the new C4 Picasso, previewed by the Technospace concept at the Geneva show last month.
And Startari admitted little enthusiasm for the C1 baby car, which would shape as a competitor for the Volkswagen Up! if brought in.
“I am not sure there is a market for our vehicles in those segments,” he said. “Once again, it is a case of seeing those vehicles and seeing if they can fit into our product lineup.
“That obviously is going to have an effect on C3 and C4. Are we going to jeopardise the entire product brand with the introduction of one vehicle below that?
“We work on a price ladder and every model has an effect on the models above it and below it, so for the sake of short term volume lift you could jeopardise your whole business model.”
Along with cars already on offer from Citroen, Startari should see some future models, potentially including a mid-size SUV that’s been dubbed the DSX in media reports. It is said to be scheduled for a Shanghai show debut next month.
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Written byBruce Newton
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