Citroën sees growth opportunity in South Africa as 2CV revival gathers momentum

Citroën believes it has room to grow in South Africa as the French carmaker refreshes its line-up, expands its presence in key markets and explores whether a modern interpretation of its iconic 2CV could help attract a new generation of buyers.

Speaking to Sunday Times at the Paris Motor Show last week, Citroën CEO Xavier Chardon said the company was encouraged by recent gains in South Africa despite fierce competition from established brands and a growing influx of Chinese manufacturers.

“It’s a market where we are a challenger, but we are very happy to develop the market share,” Chardon said.

“Of course, we can do more. But last year we were close to 1% and this is a very big expansion. It’s an important market. It’s a demanding market, but we believe that we have a good future in South Africa.”

Citroën’s growth ambitions are being supported by a broad product offensive. At the Paris Motor Show, the company showcased its latest-generation C3, C3 Aircross and C5 Aircross models, while also unveiling the 2CV

Chardon said the refreshed range reflects the brand’s focus on affordability, accessibility and comfort, values he believes can resonate with South African buyers.

“We are accelerating. We have almost double-digit growth this year since the beginning of the year,” he said.

“What is important is that we are really pushing to bring the brand consistent with what it has been in the past. It’s a brand that’s affordable, accessible, where comfort plays a very strong role, and we want to be a popular brand.

“Today you see it with the C3 doing very well, the C3 Aircross, C5 Aircross. We have a renewed brand, and this is supporting our growth.”

The 2CV Concept drew particular attention. Inspired by the original model that helped put millions of Europeans on the road after World War 2, the concept is designed to bring affordable mobility into the electric era.

Citroën has announced a target price of about €15,000 in Europe. The concept previews a future model expected within the next two years.

Chardon described the project as more than a nostalgic exercise.

“We don’t live in a museum,” he said. “It’s interpreted to meet current customer expectations.”

“This is exactly the philosophy that we bring today. We want the 2CV to be affordable. The car will be 100% electric, and it’s typically Citroën because the car makes you smile outside and also inside.”

For South Africa, the biggest question is whether the eventual production model could make its way to local showrooms.

“Today I was very happy to meet people from South Africa who said, ‘Why not bring the new 2CV to South Africa?’” Chardon said.

“This car is iconic. I think this could be an interesting lever for future growth in South Africa.”

No local launch has been confirmed. However, Chardon said Citroën’s focus remains on finding the right balance to meet expectations in markets like South Africa.

This car is iconic. I think this could be an interesting lever for future growth in South Africa.—  Citroën CEO Xavier Chardon

“I think what is important is to find the right balance between cost, affordability and offering something that answers customer needs,” he said.

“South Africa is a challenging market, but they deserve the best from Citroën.”

If the 2CV revival eventually reaches local shores, it could provide Citroën with a distinctive growth opportunity built on a familiar name, modern electric technology and the promise of affordable mobility.

Citroën, one of the brands within the Stellantis portfolio, is expected to feature prominently in the group’s plans for the South African market.