Company: Peugeot SA
Brand value: US$585 million
Headquarter city: Rueil Malmaison
Year formed: 1919
Citroën has grown from being one of France’s biggest carmakers into a global brand that focuses on technology and creativity for the benefit of the driver and their passengers. It is available in 90 countries from showrooms and, in a growing number of markets, to order online. Features designed to promote comfort include their suspension system, Progressive Hydraulic Cushions. In September 2017, Citroen announced a new global signature, “Inspired by you”, which builds on the “Creative technology” mantra the brand has worked with since 2009. This new strategy seeks to improve the passenger experience, and includes promotion of mobility services such as Citroën Rent&Smile and Citroën Earn&Drive, as well as connected services such as the MyCITROËN mobile app. It will also underpin customer service offerings, such as the Citroen Advisor site and the new “La Maison Citroen” dealership concept. Online purchase is now possible in France, the UK and Brazil, and is being gradually extended. Model launches in 2017 include the C3 Aircross, a new C4 Cactus, and the C5 Aircross, which is being seen as an important test of Citroen’s ability to make inroads in the all-important sports utility vehicle segment following a poor response to this model’s predecessor, the C4 Aircross. Citroen is owned by Peugeot SA, which is a constituent stock of the CAC 40 index.