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Citroen unveils 'pick and mix' configuration system

Citroën will unveil a sophisticated on-screen car configuration system when its next new model reaches the showrooms.

Unprecedented option choice will be available to customers via the pick-and-mix system being introduced alongside the launch of the DS product line-up early next year.

More than one million finish, trim, upholstery, equipment and specification combinations are likely to be offered on the DS3 supermini.

New Citroën UK managing director Gary Savage has yet to sign off the marketing strategy behind the up-market range, which will be joined by the DS4 C-segment contender and the DS5, a diesel-electric hybrid in 2011.

But Citroën UK has given the go-ahead to the showroom configuration system.

Spokesman John Handcock said dealers are not expected to have to contribute to the system and the fact that it is an extension to existing computing systems eliminates the need for additional training.

“This will be a terrific marketing tool for a terrific product.

"We benchmarked the Mini in the DS development programme, but have gone on from what that product offers by way of personalisation,” he said.

Citroën is also considering a plan to make DS3 customisation available through its website, which customers would then email to their dealer. 

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