How does Dongfeng Citroen "celebrate" the centenary birthday of the third legal brand?

As the third legal brand born after Peugeot and Renault, Citroen also celebrated its centenary birthday on 20 19. With its keen perception of the market and long-term accumulated strength in building cars, Citroen not only successfully changed the preference of French cars in the local market, but also captured the hearts of consumers with practical models such as Fukang after Dongfeng Citroen 1992 officially entered China.

However, China, the parent company of Citroen, and Dongfeng Citroen, Citroen's largest overseas market, have always attached great importance to it. Restarting a new round of strategic layout is a positive response of Dongfeng Citroen to market changes in the past two years. According to the current market environment, under the premise of providing consumers with a comfortable car experience, Dongfeng Citroen frequently makes century-old eggs.

At this year's Shanghai Auto Show, Dongfeng Citroen took the centenary celebration as an opportunity to launch five limited-edition Origins models, including Tianyi C5 AIRCROSS, Yiyun C4 AIRCROSS and brand-new C3-XR, C5 and C6. The Origins model is inlaid with a century-old Citroen badge, which is inspired by the original Citroen logo of 19 19 and pays tribute to the rich historical accumulation of the brand.

In terms of design, Dongfeng Citroen installed a series of century-old customized exclusive parts with glory gold as the main color for the Origins model. For example, glory gold color matching is used in air bumps, wheels, rearview mirrors, air conditioning outlets and interior stitching, which highlights the exclusive and personalized design for Citroen owners. In terms of configuration, the Origins model has also added Tianyi stereo matrix LED automatic headlights, leather seats and other configurations to show consumers the sincerity of the new car from a practical point of view.

For Dongfeng Citroen, the centenary celebration of the brand is of course important, but in the face of the downturn in China market, this centenary is more like a big test for Dongfeng Citroen. It is gratifying that Dongfeng Citroen has not lost its way because of the temporary failure in strategy and product response. With the help of a century-old opportunity, both the parent company and Dongfeng Citroen have been striving to meet the needs of consumers and gradually change their strategic thinking. Based on the spirit of innovation, promoting the transformation of the automobile industry is the key to the enduring brand of Citroen. Back in China market, Dongfeng Citroen has been in China for 27 years, and perhaps what is slightly lacking is the spirit of further innovation. Although it is not easy to "turn over" in a short time, Dongfeng Citroen can still have its next brand in a century with its deep cultivation in China market, huge user base and trustworthy reputation.