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Citroen C4 - Cheap from the Beginning, No Discounts

The economic recession has more or less passed, so there's nothing surprising in seeing a carmaker avoid offering discounts for their models. However, this isn't the main reason for Citroen to refuse offering price cuts for its new C4, as the French company is trying a different approach, after it turned out to be one of the biggest discounters in Europe.

According to a report by Automotive News Europe, Citroen will try to be aggressive from the beginning and thus offer the C4 at a very competitive price. This way, Citroen won't offer discounts, but let dealerships responsible for selling their cars establish special price cuts and campaigns to attract customers.

“Automakers usually price new models on the high side when they are launched, but with the C4, the price is aggressive from the beginning in order to rapidly find a niche," Jean-Michel Marmiesse, product manager for the C4, was quoted as saying. "The strategy is simple: to offer a model at an inexpensive price from the beginning to boost volumes.”

Curiously, Citroen C4 isn't such an affordable model "from the beginning", as Citroen said, especially if compared to other popular models in the same class. C4, which is sold for EUR16,990 in France, is more expensive than the segment leader Volkswagen Golf, priced at EUR16,390 on the same market, but cheaper than Ford Focus, available for EUR17,600.

The last iteration of the C4 was presented at the Paris Motor Show earlier this year and is being built in France at the Mulhouse PSA Peugeot Citroen plant. The engine range has been significantly improved to return lower fuel consumption and emissions figures with the introduction of Stop & Start systems plus other technologies. More details on the new C4 can be found here.
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About the author: Bogdan Popa
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Bogdan keeps an eye on how technology is taking over the car world. His long-term goals are buying an 18-wheeler because he needs more space for his kid’s toys, and convincing Google and Apple that Android Auto and CarPlay deserve at least as much attention as their phones.
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