Citroen India has announced an ambitious network expansion plan to increase its sales and service touchpoints from the current 58 to 200 by the end of 2024. This move aims to boost the French carmaker's presence in India by 400 percent and extend its reach beyond Tier I and Tier II cities to include strategically chosen Tier III and Tier IV cities.
Focus on Wider Geographic Coverage
The expansion plan underscores Citroen's commitment to penetrating deeper into the Indian market. By extending its network to cities closer to Tier I and Tier II urban centers, Citroen aims to tap into the growing demand for automobiles in smaller towns and cities, where the brand currently has limited visibility.
Brand Building and Sales Targets
Aditya Jairaj, CEO and MD of Stellantis India, acknowledged that Citroen's brand awareness in India is below the desired level. To address this, the company is undertaking brand-building activities and aims to increase its monthly sales to between 2,000 and 2,500 units by the end of the year. In February 2024, the Stellantis Group, which owns Citroen, sold a total of 558 vehicles in India.
Enhancing Dealership Experience
Citroen is also focusing on improving the customer experience at its dealerships. The company is emphasizing the importance of sales consultants with the right mindset, who can effectively showcase Citroen's products to potential customers. A key strategy is to encourage more test drives, which are crucial for converting interest into sales.
Citroen India's network expansion plan is a significant step toward establishing a stronger foothold in the Indian automobile market. By increasing its presence in Tier III and Tier IV cities and enhancing the dealership experience, Citroen aims to build its brand and achieve its sales targets in the competitive Indian market. This expansion aligns with Stellantis's assertion of India's strategic importance, despite the challenges of profitability.