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Citroen C3: an acquired taste

French brand Citroen has always appealed to me – yes its different but in many ways very clever. Unfortunately its fortunes here have waned under three recent importers. The current importer Inchcape European Imports has held the reins of Peugeot Citroen Australia for six months – rationalising the two French brands under one dealer for both, sacking stand-alone dealerships including their best-selling Sydney dealer Continental Cars. As such Citroen sales have lost momentum with just 28 cars sold nationally last month. This week new Peugeot Citroen MD Anouk Poulmann at the launch of the impressive small C3 hatch spoke of a Citroen Renaissance however I’ve lost count of how many marketers have told me that about this French brand. Citroen is indeed very different – it’s an acquired taste with a very different client base, as Miss Poulmann herself said this week “Citroen is unashamed to do things differently” however, unfortunately its importers have had trouble marketing the car in the same way. I’m David Berthon

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