Stellantis had a little ambition when he formalized the launch of Citroën in India in 2019. “We want to get 2 % market share within four to five years “declared the vice-president of PSA in charge of Pacific Asia, Emmanuel Delay. The director of sales and marketing, Roland Bouchara, promised comfortable cars in this country where the cities are crowded, noisy and polluted: “Citroën is not a cheap brand. We want the Indians to associate it with comfort “he said. The brand markets its first vehicles in the summer of 2021.
The Indians want the best equipment at the best price. Citroën does not meet this expectation. “
Four years later, the flop is resounding. The manufacturer has four models in its catalog: the Citadine C3 petrol and electric, two SUVs, the Aircross and the C5, as well as a Coupé SUV, the Basalt. Only 8,207 copies were sold during the year 2024-2025, which runs from April 1 to March 31, according to the Federation of Indian Dealers (FADA). Or 0.2 % market share. Sales even dropped by 20 % over one year in a market up 4.8 %.
Citroën may have a mark at a high added value when she started, she seems to have done the opposite if we judge by the aesthetics of certain models as well as the few available equipment. “Customers who buy C3 especially want a cheap car. But there are not many. This model suffers from a low cost pace. Just see the aesthetics of door handles. Motorists want a more modern design and more options”says the seller of the New Delhi dealership. A deficiency pointed out by the specialized press and that confirms an analysis of the brochures provided by Citroën.
Renault also in pain
The Aircross SUV, for example, lists a hundred options and equipment. It is 20 to 60 % less than its competitors: the great vitara of Maruti Suzuki, the Hyundai Creta, the Honda Elevate and the Kia Seltos. Same problem with the C5 Aircross. Lee Model has only a hundred options and equipment, against around 110 to 140 in the MG gloster, the Hyundai Tucson and the Jeep Compass. These last two models are also 10 to 50 % cheaper than the C5. “The Indians want the best equipment at the best price. Citroën does not meet this expectation”observes Saharsh Damani, the director of communication of the Fada who adds: “Motorists are increasingly turning to high -end models with many equipment that is absent from the Citroën catalog. Middle and entry -level vehicles are less sold. “
Despite its great power dreams, India is struggling to be heard on the world scene
This trend impacts other European manufacturers such as Renault. The diamond brand, who arrived in India in 2011, has invested in low -cost models, specially designed for the Indian market, such as the Kwid city car and the small Tiber minivan. Last year, its market share was only 1 %. Volkswagen and škoda, with a more premium offer, are doing a little better with 2 % market share.
There is no stability. No one knows that she will be their strategy to relaunch sales. “
Citroën did not respond to our requests. He is aware of his difficulties as evidenced by the discounts of up to 280,000 rupees (2,880 euros) offered in June. To this were added guarantees extensions, discounts on the cost of credits and … a spa session. “”The management of the company has not stopped changing since they arrived here, Déplore Saharsh Damani. There is no stability. No one knows that she will be their strategy to relaunch sales. They spent on having a brand ambassador [NdlR : le joueur de cricket Mahendra Dhoni]. But if their products do not meet expectations, what good? “.
In the concession, the seller, who feels our reluctance with regard to the C3, suggests that we wait for the fall: “Citroën is reviewing the interior design of its cars and the equipment available. Come back at the end of September. The moment will be more conducive “. It was during this period that the Hindu festival of Navratri will take place, during which the Indians consider that it is wise to make purchases. To the point of going to Citroën?
