Will embody tried-and-tested brand values.
Citroen may be all bold and beautiful now, offering funky, desirable, and individualistic cars that appeal least to wallflowers, but the return to form that its CEO Linda Jackson has envisaged for it will bring it back to its roots. To that end, come 2019 (or 2020 at the latest), Citroen will pull the wraps off of an all-new flagship saloon that will embody marque’s modern push for bold design and cutting-edge technology, as well as Citroen’s reputation for unflappable refinement.
While it may seem that the company is flying into the face of convention by opting to build a saloon rather than a more fashionable SUV, it seems that growing demand from China is the main reason for the decision, as well as Jackson’s opinion that having a comprehensive lineup is a critical requirement to being seen as a large manufacturer. She also clarified that the new car will not simply be a rehash of an existing model, but take on a more distinctive position.
“What it won’t be is a new C5. But there will be a new large saloon, because having one in the lineup is a crucial part of being a Bic manufacturer. To be credible, you need a range across small, medium, and large cars, including SUVs. Do that well, and you cover the requirements of volume and profit to succeed in this business across fleet & private sales.” — Linda Jackson, CEO, Citroen
Jackson confirmed to Autocar that the new saloon was actually hinted at in 2016 in the form of the C-xperience concept car, though at the time, that car was billed as merely a display of future design and technology direction. However, the saloon will incorporate design details that have emerged and been adopted since then, like the design traits and individualisation options that have become commonplace across Citroen’s existing lineup.
“Like all concept cars, it was made to test reaction, and the car will evolve. But - and I know I'm biased - I loved it. It will inspire the production car and it gave a view of a luxury flagship without any of the traditional cues of chrome, leather or lacquered wood. It had an air of the slightly avante garde that will make it to production. It can also be the showcase for our ideal of redefining comfort, in terms of the interior and the ride and handling balance using our new Advanced Comfort suspension.” — Linda Jackson, CEO, Citroen
The Advanced Comfort programme is Citroen’s move to return to its roots, with the intention to reinstate Citroen’s reputation for ride comfort and refinement, and placing serenity at the core of every new Citroen going forwards. While this might not seem innovative on the surface, it’s worth remembering that some of Citroen’s greatest technological breakthroughs have been in the form of ingenious suspension setups that, to this day, are fabled for their truly unruffled ride.
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