Citroen C-Cactus to Spawn New Eco Brand
“We have announced plans for premium DS line of products. So it makes sense to do a similar thing with our future eco-friendly vehicles. Then we would be able to provide unique vehicles to three different types of person,” a Citroen insider told the source.
The first vehicle of the eco range will be a based on the C4, but will feature a very different body design. The propulsion system of the vehicle will be either a full electric motor or a hybrid one. The company is also taking into account the possibility of using its new 3 cylinder engine. This latter choice will provide the car an emission average of under 100g/km of CO2.
The move will allow Citroen to target three market segments. According to this view, the traditional segment will be addressed by the Citroens, the DS line will target the "image conscious" buyers, and the Eco line (its name is yet to be decided, but some lean toward Cactus) will be the weapon of choice for the environmentally concerned customers.
Citroen will placed a lot of faith in its rebranding efforts that surfaced with the revival of the DS line. Meant to be reminiscent of past glory, the DS line is not enough by its own to ensure Citroen's success. The decision to create a new separate brand for its eco models it's only the next logical step.
“In the current climate there is no call for Citroen to do sporty variants like we did in the past with the sporty Saxo. The world has changed,” the insider added.