Designers

Pierre Leclercq: “Citroën’s brand position has never been as clear”

By 2025-02-17T10:00:00

NEW DPS 1 Pierre & C5 Aircross Concept (Hero)

Pierre Leclercq, design director at Citroën, on making purely entry-level cars and the bright future of new technologies

Given the offensive by electrified Chinese brands we are seeing two tendencies: either you make cars that are entry-level, or you make very premium cars. The brands in between are struggling. Now everyone is doing great design. We’re fighting at a high level, more so than 10 or 15 years ago. What is also impressive is the level of content the Chinese cars have at such a low price. It’s a big challenge, but something we need to embrace and compete against, in terms of design, creativity and execution.

Since Citroën has been part of the Stellantis Group [created in 2021] its brand position has never been as clear. Actually, it’s much clearer among 14 brands than it was when there were only four brands [as part of PSA]. Citroën is trying to offer mobility for all, so we need a price advantage within the Group.

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