Citroen UK boss on why firm will no longer be discounting
“We identified that UK buyers weren’t so connected to the brand as perhaps they were in France and Spain; that needed work. Then we talked a lot about fair pricing, but we weren’t really delivering it; we were leaders in discounting, according to What Car?’s Target Price. We also saw that our product line-up was too complex; the range was just too difficult to navigate, because there were too many options.
"While some manufacturers are decreasing their footprint, I see an opportunity to take ours from the 140 or so outlets we have today to 155 to 160.”“Not actively, no. We’ve got representation with everything from national groups to regional groups, and we’re delighted with them all. Each has its benefits, and all I ultimately want is investors who do a brilliant job delivering the customer experience. Our surveys tell us we’re improving, both in terms of sales and aftersales.
“Yes, the pandemic has helped in driving up used car prices, but the disciplines we’ve applied will reap dividends beyond that. The spiral of always chasing volume has been broken in favour of sustainable profitability.”“Branding takes years and years, but what’s interesting is that we can already see from our brand-metric surveys that we’re picking up pace - and moving faster in the right directions than even some of our European counterparts.
“It’s important to me that we have internal and external goals. I have absolute confidence that our cars will be good going forwards: four stars and above in every segment. And your reviews will no longer need to mention past residual-value performance or that product quality could be a bit of a problem. That’s just not going to be the case any more.
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