The automaker Stellantis announced that it hopes to launch a new model in Latin America and India in 2022 under the Citroën brand. The objective is to project the brand beyond the European market and seek sales volume in emerging markets.
In total, in the next three years, Stellantis expects to introduce three new Citroën Latin America models.
As we explained, the marketing strategy includes India, a country that Citroën left in 1932 and never returned.
The return to India after 90 years comes as other car brands, such as Ford, are leaving that Asian giant due to little chance of making a profit.
Stellantis, the company that formed the Italian Fiat Chrysler and the French Peugeot PSA, seeks to extend its presence outside of Europe, where it is much stronger. In the United States, Stallantis sells brands such as Jeep and Ram, and in Latin America it bases its sales on Fiat.
As revealed, the first new model would be launched in 2022 and would be a renewed Citroën C3, positioned as a city car in Europe, India and Latin America.
It will be manufactured in India, through an agreement with CK Birla, and in Brazil, as anticipated Reuters.
The strengthening of the brand is expected to occur in all Latin American countries, including Mexico, Brazil and Argentina.
Stellantis’ goal is for India to become its third most important car market, after China and the United States, by 2030. The idea is to sell about 4.5 million new cars by that year.
It will not be easy, sales for foreign manufacturers is not a simple task: the local Maruti Suzuki dominates the market and Hyundai of South Korea has a notable presence.
This prompted Ford, for example, to announce that it was stopping producing cars in India, similar to what Harley-Davidson did three years ago.
Stellantis aims to increase sales outside of Europe to represent 30 percent of its revenue. Today, they are only 15 percent.