Citroën, the French automaker long known for its quirky charm and left-field innovation, is preparing for a major reboot. In December, the brand will host an event in Paris that promises to define its future design language and brand direction—an overdue move as the company searches for clarity in a crowded and electrified market.

At the helm is new CEO Xavier Chardon, a veteran executive who rejoined Citroën from the Volkswagen Group earlier this year. For Chardon, the mission is simple but ambitious: remind the world what makes a Citroën a Citroën.

“There is confusion around the brand,” Chardon admits, “but we are still capable of innovation.”

A Return to Roots—Without Nostalgia

Among Chardon’s first initiatives is a project that aims to revive the spirit of the 2CV, the humble postwar people’s car that became a French icon. While enthusiasts might dream of a retro revival, Chardon insists this is less about a reissue and more about rediscovering purpose.

“The 2CV was part of French culture,” he says. “Its mission was to democratize mobility—to give people freedom. It’s my duty to carry that brief into 2025 and 2026, because it’s super important to make individual mobility affordable again.”

That doesn’t mean a modern 2CV is imminent. Chardon stresses that the project is philosophical for now—“a mantra” rather than a model. The goal is to apply the 2CV’s ethos to future vehicles designed for the realities of 2026 to 2030: lightweight, efficient, and accessible mobility.

“It was the first experience of freedom,” he adds. “We have to reinvent that freedom for a new generation.”

A Simplified Lineup, A Sharper Focus

When asked about Citroën’s upcoming range, Chardon takes cues from Tesla’s minimalism. “You can have success with just two models,” he notes. “It’s not about quantity—it’s about clarity.”

The focus remains on the B- and C-segments, where Citroën has historically thrived. Expect the brand to double down on what it knows best: clever packaging, comfort-first interiors, and value-driven design.

He also drew comparisons between the Fiat Grande Panda—a platform twin to the new Citroën C3—and the Citroën’s more pragmatic approach. “The Fiat connects more directly to its DNA,” he concedes, “while the C3 is focused on space and comfort. Offering that space is super important for us.”

Still an Innovator

Despite its current lineup being less flamboyant than its heritage, Chardon points to the Citroën Ami, the minimalist two-seat EV, as proof that the company’s inventive streak is alive and well.

“The Ami shows we’re still true innovators,” he says. “It redefines what urban mobility can be.”

At the other end of the lineup, the C5 Aircross has been repositioned as Citroën’s flagship—a reflection of market reality. “The fact that our flagship is now an SUV rather than a sedan simply mirrors where customers are today,” Chardon explains.

A European Revival Through Small Cars

Chardon also sees opportunity in the European Commission’s proposed “E-car” category, which could relax regulations and revive the segment for smaller, affordable vehicles.

“This could democratize cars again,” he says. “Europe lost two million vehicles post-Covid—about one million of them were under €15,000. That’s a huge gap in accessibility.”

Regulations, rising costs, and pressure to reduce emissions have priced many buyers out of the new-car market, pushing them toward used vehicles and slowing fleet renewal. Chardon believes an affordable, Europe-built electric city car could help reverse that trend.

“Something close to Japan’s kei cars—affordable, electric, and made in Europe—makes sense,” he argues. “It fits perfectly within Citroën’s footprint. You don’t have to look far back—the C1 was a great example. I hope we can build those cars again.”

Clarity Through Character

Citroën’s path forward, then, is less about chasing trends and more about rediscovering its core character: accessibility, comfort, and human-centric design. Chardon’s challenge will be turning that philosophy into cars people actually want to buy—without losing the eccentric edge that once made Citroën a cult favorite.

December’s event in Paris may not deliver a new 2CV, but it could mark the start of something equally important: a brand reclaiming its identity in an era that desperately needs fresh ideas.

Source: Autocar