Citroen To Reinvent Itself
The new Citroen logo
11th February, 2009
Celebrating 90 years, and close to the birth date anniversary of
its founder, Andre Citroën, French car manufacturer Citroen is turning a new page in its history, and begins a
global brand project that encompasses a new visual identity and a new line of automotive products.
In today's difficult economic climate, and in a period of changing relationships between customers and brands,
Citroen is taking action to reinvent itself. The marque aims to pursue the excitement generated by the success
of its vehicles launched over the past ten years, by enhancing the Citroen brand to strengthen its products.
Developed jointly by Citroen’s Marketing and Styling teams, headed by Jean-Pierre Ploué, and an advertising
agency, the logo (see image) is the first visible sign of change. The chevrons have broken free from their frame
and become three-dimensional, gaining in strength and body. Bridging Citroen’s past and future; the colour red is
used for the new brand name typography. The red assumes a new, deeper tone.
Brand identity: Créative Technologie
Citroen strongly recognise the alliance between creativity and technology; being the first to propose Stop &
Start technology, on the Citroen C2 and C3. It also leads the European market with its automated manual gearboxes
and has pioneered particulate filters. The marque illustrated its ecological and economical commitment in 2008 by
confirming its European leadership on vehicles emitting 110 grammes/kilometre of CO2 or less, thanks to the
Rather than aiming for pure technological exploits, Citroen innovates for the benefit of its customers. It
invented hydractive suspension, the wide-angle panoramic windscreen, and new driving aids such as the lane
departure warning system. It has also developed new designs with maximum use of space, as seen on its latest new
model, the Citroen C3 Picasso.
Citroen has the boldness to completely rethink the automobile. The Citroen C4 Picasso has transformed the
segment, becoming the leading model in its class in 2008 and going on sale in the first quarter of 2009, the
Citroen C3 Picasso has the same ambitions. With the new Citroen Berlingo Multispace, launched in May 2008, and
Citroen Nemo Multispace, coming in early 2009, Citroen will have a range of five, renewed MPV vehicles, making it
the standard-setter in this segment in Europe.
For the future, the Citroen Hypnos concept car heralds diesel hybrid technology and the Citroen C-Cactus is
a new vision of the automobile.
Graphic principles for visibility and consistency
Citroen is introducing new graphic designs, a single typography and a unique tone of voice to boost the
visibility and consistency of the brand. The new brand will universally reflect the marque's new status. The key
colours are white, denoting openness and elegance, and red, to express vitality, together with black, grey and
chrome, for status and power.
Citroen Sport becomes Citroen Racing
Citroen has entered the motor sport history books with four World Rally Championship Manufacturers' titles and
five WRC titles for driver Sébastien Loeb and co-driver Daniel Elena. Coinciding with the Cyprus Rally, Citroen
Sport is changing its name to Citroen Racing. The specific qualities of WRC – speed, vitality, impetus – are
incorporated in the new Citroen Racing logo.
New Product Strategies
Alongside changes in its sales outlets and customer commitments, Citroen will also transform its product
Citroen today has the largest and most diverse range in its history. It will continue to differentiate its
models, and at the same time accelerate their arrival on the market. Over the next three years, Citroen will
launch six new models in Europe, at a sustained pace of one launch every six months.
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Renewing models and making them significantly better than their predecessors is already an ambitious programme. But
some customers want deeper-seated changes as mentalities shift from “wanting more” to “wanting better”. This strategy
is based on two approaches:
The first approach, consisting in satisfying fundamental mobility needs, addresses customers who, having down-sized,
are on the look-out for more economical – and more intelligent – products.
Some would describe this as low-cost, but it isn’t. The real challenge for Citroen is designing products that are
less expensive but with no loss in appeal. This approach is illustrated by the Citroen C3 Picasso. And, going forward,
our Citroen C-Cactus project will be an even more accomplished solution.
- Motoring pleasure and pride of ownership
In contrast, the second approach favours motoring pleasure, with no loss in practicality. Customers here are looking
for outstanding products that confer status and bring them an all new automotive experience. They want prestige,
thrills and refinement, without the rigid codes of traditional upper-range models.
To address this need, Citroen is today launching a new line of products to broaden its current range. The new line
will consist of three new cars, positioned in the small, medium and large car segments, launched successively from
Citroen C5 Inside concept car
The first illustration of this new product line is the Citroen DS Inside concept car (see image). The concept car
and vehicle line are characterised by forthright choices on styling, on-road performance and use. These are accessible
objects of desire, cars that stand apart by their creativity, intelligent design and build quality, embodying the very
best of Citroen. The new product line will perfectly illustrate Citroen’s new spirit of “Créative Technologie”.
The new line will also have a new naming system. Like the main range vehicles, which carry the letter C and a number,
and, like the MPVs, which sport the Picasso signature, the new models will feature a special name: the DS line.
DS stood and continues to stand for a new approach to automobiles and the future. Citroen is taking inspiration from
its design 'DNA' to strengthen the positioning of its new product line. The range instills the different spirit, that
the name DS inspires. Hence the distinctive model line-up will be called DS3, DS4 and DS5. DS: Different Spirit.
Citroen at 42 Champs Elysées
Each season at C_42 sheds new and spectacular light on the world of Citroen. C_42 has become one of the trendiest
destinations on the Champs-Elysées, drawing some two million visitors since opening in September 2007.
The marque's international showcase has now been completely transformed for a very special season. The interior is
illuminated by a 20-metre high screen revealing Citroen's new brand image. Each floor of this outstanding building takes
visitors on a sensory tour of the new brand strap-line, “Créative Technologie”.
With the Citroen C-Cactus concept car, displayed on the ground floor in an electric version sporting the new chevrons,
Citroen is exploring new design paths. Through maximum weight reduction, new architecture and new materials, the marque
is pointing to a new kind of mobility, one that is responsible and optimistic.
An interactive experience awaits visitors on the first floor, where they get to take an urban journey using Stop &
Start micro-hybrid technology, which reduces fuel consumption and CO2 emissions by more than 10% while improving
On the second floor, visitors can configure their very own Citroen using a “multi-touch” table, gaining fuller
insight into the marque’s colours and materials universe.
Also on display is a Citroen C5, fitted with intelligent traction control technology, and a Citroen C3 Picasso, the
latest expression of the marque’s creativity. Visitors also get to experience a panoramic vision of the Citroen C4
Picasso with an onboard camera.
Arriving on the top floor, visitors are treated to a range of sensory experiences focused on well-being in the
Citroen Lounge, while taking in a view over the Champs-Elysées.
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