The french automobile manufacturer’s future will focused on bringing innovative technologies enhancing its concept of comfort, and creating daring designs to help differentiate its models in the crowded mainstream market.
Citroën global CEO, Linda Jackson, said the brand’s focus on design and comfort is a nod to its historical values – but with a modern twist.
“The first one is design. Everyone will say we want great design, but we want one that really stands out, splashes of colour, very coherent with rest of range, very obvious with chevrons etcetera,” she explained.
“We want to be able to stand out, we want to have one that is immediately recognised around the world.”
“The second element is comfort. We think we have credibility from the past, that’s why we believe it’s a real asset for us, but for me it’s really important for us that we don’t get in our minds the old-fashioned way of thinking about comfort – because the old-fashioned way is to say that okay Citroen had the hydraulic suspension and great seats, but there is more to the modern approach now,” Jackson said.
Ultimately, according to Jackson, the focus for upcoming Citroen vehicles will be to take the stress out of driving, not just in the physical sense, but also in the after sales experience.
“Comfortable, easy and relaxed, that’s what we are trying to get to. A relaxed experience because this world is chaotic enough without creating even more tension. so let’s try and take the stress out.”
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