Citroën is back in the game

Andre Citroën was a visionary who, apart from founding a car company that introduced automotive innovations like hydropneumatic suspension, was also a marketing wizard who promoted his brand by, for example, placing a giant Citroën hoarding on the Eiffel tower.

It might take similar visionary savvy to re-establish Citroën in SA, which is back after the French brand quit the country at the end of 2016 due to slow vehicle sales. In our notably conservative market, buyers found Citroën cars rather too quirky for their tastes while the brand didn’t do itself any favours with substandard after-sales support, all of which contributed to low resale values...

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