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11 Apr 2014
2014 Beijing Motor Show: a new era for DONGFENG CITROËN
The Beijing Motor Show, which opens its doors to the press on 20 April, is a key event for CITROËN as it takes a major step forward in China through its strengthened partnership with DongFeng. Galvanised by the success of its vehicles – with a record 280,000 registrations in 2013 – the Brand is pursuing its offensive in the country. On its stand, DONGFENG CITROËN will be world revealing a concept car that previews a model set for launch at the end of the year. The locally-produced model will round out the C-segment range alongside the C4 L, C-Quatre and new C-Elysée, launched in September 2013. The C-Elysée already stands as a powerful image booster for the Brand, thanks to the WTCC version to be driven by Chinese driver Ma Qing Hua in the World Touring Car Championship races in Shanghai and Macao in the second half of the year. The show is also turning the spotlight on the renewal of the Marque, which is presenting the Cactus concept car for the first time in China.
Coinciding with the celebrations of the 50th anniversary of Franco-Chinese diplomatic relations, CITROËN, present in China for 20 years, is starting a new chapter in its history in the country by strengthening its partnership with DongFeng.DONGFENG CITROËN posted a 25% increase in sales in 2013, outperforming the market’s 19.1% rise with a total 280,000 registrations. This record result made China CITROËN’s number-one market in terms of registrations, just ahead of France. Harnessing a network of 435 dealerships renowned for its sales and after-sales service – placing third in the JD Power rankings – DONGFENG CITROËN is stepping up its offensive in China. The momentum is being driven by the joint venture’s product range and in particular by its models in the C segment, the country’s largest, accounting for over 50% of total sales. Last year DONGFENG CITROËN launched the CITROËN C4 L in January (76,000 sales by end-March 2014) and the CITROËN C-Elysée in September (38,000 sales by end-March 2014). With their complementary fit, the two new locally-produced three-box saloons have extended the Brand’s existing C-segment range alongside the C-Quatre, enabling the joint venture to win over an ever broader customer base.DONGFENG CITROËN intends to maintain this momentum, as seen on its stand at the Beijing Motor Show, where it will be world revealing a concept car previewing a production model set for launch at the end of the year. This new locally-produced model will bring the Brand yet another key asset in its C-segment offensive. Another strength underpinning that offensive will also be in the limelight at Beijing: the World Touring Car Championship, or WTCC, in which the Brand is making its debut this year. The WTCC is a powerful image booster for DONGFENG CITROËN in China with:o two WTCC races organised in China – in Shanghai (11-12 October) and Macao (14-16 November)o the C-Elysée WTCC, a racing car based on the C-Elysée, a three-box saloon at the heart of the CITROËN sales offensive in China o the Chinese driver Ma Qing Hua. At 26, the Shanghai-born driver is the youngest of the four CITROËN C-Elysée WTCC drivers. He will be competing in the Shanghai and Macao races.The Marque’s renewal is embodied by the CITROËN Cactus concept unveiled at the Frankfurt Motor Show last September, and presented for the first time to the Chinese public.
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