Citroen has revamped its brand in reaction to a difficult economic climate and changing relationships between customers and brands.
The global brand project intends to pursue the excitement generated by the success of its products over the past ten years, by enhancing the brand to strengthen the range, said Citroen.
The reinvention will mean changes to dealership architecture, including showroom, reception, sales and maintenance areas, across the network.
This will be implemented over the next five years in the UK, said Mark Raven, Costs for the network have not yet been discussed but Raven was keen to point out it was very aware of the current economic situation for dealers.
Citroen has also introduced a set of customer commitments in sales and aftersales, called Building Blocks. These include taking care of customers immediately and on an individual basis, providing fast and clear answers, ensuring personalised vehicle handover and presentation, respecting lead times; giving explanations of work carried out; and follow-up afterwards.
Sales building blocks
1. You are welcomed within three minutes.
2. Internet information requests are answered within 24 hours.
3. Your needs are clearly identified. Adapted products and services are presented systematically.
4. You are offered a test drive, spontaneously and systematically.
5. You receive a formalised and personalised sales proposal or a completed order form.
6. The salesperson thanks you, sees you to the door and says goodbye.
7. You are given a reliable delivery date and informed immediately of any change.
8. The vehicle is delivered in perfect condition and complies 100% with your order.
You are advised on use and maintenance.
9. You are contacted no more than 5 days after handover to check you are happy with your vehicle.
Aftersales building blocks
1. You are welcomed at the exact appointment time.
2. The protective items on your vehicle are fitted and removed in your presence.
3. A complete vehicle inspection is made in your presence.
4. You are informed of the work to be performed and presented with an estimate.
5. You are given a reliable time and notified of any changes in vehicle work (delays, extra work, etc.).
6. Your work is carried out as requested.
7. You receive an explanation of the work carried out and the invoice.
8. You are advised on vehicle maintenance and any future work to be planned.
9. You are contacted no less than 5 days after your workshop visit to check you are satisfied with the work.
New product line called DS
Over the next three years, Citroen will launch six new models in Europe.
It is launching a new line of products to consist of three new cars, positioned in the small, medium and large car segments, launching in 2010.
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 the name - DS.
The name, taken from Citroen’s legendary classic car from the sixties, the DS will lead the new range which will be called DS3, DS4 and DS5. DS: Different Spirit.
Increasing used car sales and fleet
The French carmaker is also moving its used vehicle section Citroen Select forward with the objective to increase distributors’ share of used vehicle sales compared with new vehicle sales.
This will include a strengthened range of services, including a warranty extension for vehicles over seven years old and better visibility on customer options such as finance, leasing and assistance 24/7.
Citroen is aiming to make gains in fleet, particularly in passenger cars. This is helped by business centres in the network which have salespeople trained solely to deal with professional buyers.
Website consistency across Europe
This morning, its 20 European websites will relaunch to show consistency of the new image across all countries.
The revamp also includes a new logo where the chevrons have separated from the frame and become three-dimensional, with the colour red having a deeper tone as well as new graphic designs and a single typography.
A new advertising strap line ‘Créative Technologie” will be identical worldwide and adverts are set to “demonstrate the promise of the brand and the benefits for the customer, while remaining playful and optimistic”.