Why Citroën is actually becoming the Dacia from Stellantis

It’s almost inevitable that the affordable, electric Citroën ë-C3 will become a bestseller. It is relatively cheap, simple and offers customers little choice. Does this make Citroën the Dacia from Stellantis?

Yes, although Citroën boss Thierry Koskas of course denies this. He laughs when we ask whether Citroën will become a budget brand à la Dacia. “We don’t like the word ‘budget’.”

Citroën as a “popular” brand

This will undoubtedly be the case, but how should we refer to the Citroën brand? “We prefer to use the word ‘popular’,” grins Koskas. “We have set ourselves the goal of making e-mobility affordable.”

The first step towards this is the new Citroën ë-C3, which offers a range of 320 kilometers for a starting price of 24,290 euros. In 2025 there will be a variant with a range of 200 kilometers for less than 20 grand.

Sit down with suppliers

How has Citroën managed to keep the ë-C3 so affordable? The brand has again sat down with suppliers to negotiate parts prices.

In some cases, the manufacturer has also chosen new suppliers and the so-called smart car platform (developed for markets such as India and South America) is reasonably cost-effective.

No more additional options

Citroën is also expanding its delivery program. The ë-C3 only comes in two versions: You and Max. No other options are available. Three levels were originally planned.

“We want to make it easier for our customers,” says Koskas. When we point out to him that it is simply a cost-cutting measure, he denies it. “No,” he laughs charmingly.

Even less choice

“The fact that our production costs are lower is a positive side effect,” emphasizes Koskas. According to him, it is particularly important that the selection process is made easier for customers.

“We will go much further later,” promises the CEO. “Then there is almost no choice left.” How does that help the customer? We don’t fully understand it.