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NEWS
Takeover heralds big changes Down Under for Citroën
New Citroën distributor Sime Darby wants to see sales up 35 per cent by year's endPeugeot's local importer, Sime Darby Motors Group Australia, has assumed the local franchise for sibling brand Citroën from former distributor Ateco. The takeover sees a raft of changes pending to Citroën's brand positioning, model speccing and pricing, with the aim of realising a 35 per cent hike in sales this year, and a further 20 per cent each year for 2014 and 2015.
To that ambitious end, Sime Darby's plans for a brand equity injection cover marketing, customer retention, supply, finance and dealer network development strategies designed to make the double chevron more visible and more attractive to Aussie consumers.
Plans are also afoot to relaunch the C4 Aircross, the brand's all-important pitch to small SUV buyers. Based on Mitsubishi's AS-X platform, the Aircross sits alongside Peugeot's 4008 as Citroën's entree to the critical small SUV market.
The company has also begun a concerted effort with the DS4 in premium hatch territory against upspec Golf models, BMW's 1 Series and Benz's A Class, while the dramatically styled DS5 goes in harder against the likes of Audi's A4 and BMW's 3 Series.
A drop-top CC version of the DS3 is also scheduled to arrive in the third quarter of the year.
While the C3 and C4 will shape up against volume fare from the likes of Mazda, Toyota, Volkswagen, Hyundai and Kia, repositioning DS as a ‘bespoke' sub-brand under the Citroën banner is key to raising the brand's profile against established players, particularly from Germany. To catch the eye of buyers on the way to those brands' showrooms, the DS lineup will see the introduction of turbo-diesel and auto transmission variants from end to end, and capped-price servicing (330 for the 36-month/60,000km warranty period).
Citroën Automobiles Australia director John Startari admits the company has its work cut out.
“On one hand it looks like the world has seen the worst of the GFC, and consumer confidence is on the rise here with economic conditions quite conducive to high growth,” he told Australian media this week. “But we're also seeing record numbers of new models being pitched into the market this year.”
At the volume end, the company plans to reposition current C3 and C4 models by sharpening pricing.
The C3 lineup, all in mid-range Seduction spec, will expand to include a new base 1.2-litre petrol engine, priced from $17,990 plus ORCs. The 1.6-litre petrol C3 with four-speed auto gets a $2000 price cut, to $21,990, with no change to specs. A new 1.6-litre eHDI diesel C3 with auto stop/start arrives at $22,990 plus ORCs.
The C4 range has been pulled under the $20,000 threshold with the arrival of a new base-spec Attraction featuring a 1.6-litre petrol engine and five-speed manual transmission. The auto transmission variant drops $1000 to $21,990. Midspec Seduction models remain unchanged in price or equipment while all upspec Exclusive variants now get Citroën's EGS six-speed semi-auto transmission. These see a $500 price rise, to $32,490 with the 1.6-litre turbo petrol and $33,490 with the 1.6-litre HDI turbodiesel.
The C5 line-up gets a base equipment upgrade to Seduction spec with price cuts of up to $3300.
The C4 Grande Picasso people mover gets a new base 1.6-litre turbo petrol variant starting at $37,490 plus ORCs. The 1.6-litre HDI oiler gets a $1500 price hike to $39,490, but adds sat-nav, sunroof and two-piece tailgate to its standard kit list. Both get EGS semi-auto transmission.
The DS3 range gets a new base 1.2-litre petrol variant priced from $25,240 plus ORCs. The midrange D Style gets a no-option transmission upgrade from EGS to full auto for a $750 rise, while the top-spec 1.6-litre petrol D Sport gets sat-nav for a modest rise of $250 to $29,740. Later in the year, the DS3 lineup will expand again with the debut of the CC folding hardtop.
The DS4 range has been substantially overhauled and expanded from three models to six. A new base D Style model brings entry price down $4000 to $31,990 with a 1.6-litre petrol four and a six-speed manual transmission. The 1.6-litre petrol D Sport manual drops $500 to $39,490.
The DS5 lineup doubles in size to two with a new top-spec 2.0-litre diesel D Sport variant arriving at $51,990 plus ORCs. The existing 1.6-litre petrol D Sport auto takes a $1000 price rise to $48,990.
Berlingo light commercial prices and specs remain unchanged at $19,990 for the 1.6-litre petrol manual and $22,990 for the HDI manual.
C3 prices (as of 1/2/13)
Seduction 1.2-litre petrol manual – $17,990 (new)
Seduction 1.6-litre petrol auto – $21,990 (-2000)
Seduction 1.6l eHDI diesel manual – $22,990 (new)
C4 prices
Attraction 1.6-litre petrol manual – $19,990 (new)
Attraction 1.6-litre petrol auto – $21,990 (-1000)
Seduction 1.6-litre petrol manual – $22,990
Seduction 1.6-litre petrol auto – $24,990
Exclusive 1.6l turbo petrol EGS – $32,490 (+500)
Seduction 1.6l eHDI diesel EGS – $27,990
Exclusive1.6l eHDI diesel EGS – $33,490 (+500)
C5 prices
Seduction 1.6-litre turbo petrol auto sedan – $36,190 (-3300)
Exclusive 1.6-litre turbo petrol auto sedan – $42,190 (-2800)
Seduction 2.0-litre HDI diesel auto sedan – $39,190 (-2300)
Exclusive 2.0-litre HDI diesel auto sedan – $45,190 (-1800)
Exclusive 2.2-litre HDI diesel auto sedan – $51,190 (new)
Exclusive 3.0-litre HDI diesel auto sedan – $57,190 (+200)
Seduction 2.0-litre HDI diesel auto tourer – $41,190 (-2300)
Exclusive 2.0-litre HDI diesel auto tourer – $47,190 (-1800)
Exclusive 3.0-litre HDI diesel auto tourer – $59,100 (-2890)
C4 Grande Picasso prices
Seduction 1.6-litre turbo petrol EGS – $37,490 (new)
Seduction 1.6-litre HDI diesel EGS – $39,490 (+1500)
C4 Aircross prices
Exclusive 2.0-litre turbo petrol CVT FWD – $31,990
Exclusive 2.0-litre turbo petrol CVT AWD – $33,990
DS3 prices
1.2-litre petrol D Style manual – $25,240 (new)
1.6-litre turbo petrol D Style auto – $27,740 (new)
1.6-litre turbo petrol D Sport manual – 29,740 (+250)
DS4 prices
1.6-litre petrol D Style Manual – $31,990 (new)
1.6-litre turbo Petrol D Style auto – $34,990 (new)
2.0-litre HDI diesel D Style auto – $37,990 (new)
1.6-litre turbo petrol D Sport manual – $39,490 (-500)
1.6-litre turbo petrol D Sport auto – $37,490 (new)
2.0-litre HDI diesel D Sport auto – $40,490 (new)
DS5 prices
1.6-litre turbo petrol D Sport auto – $48,990 (+1000)
2.0-litre HDI diesel D Sport auto – $51,990 (new)
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Written byJeremy Bass
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