PSA announced its first product for India with the unveiling of the C5 Aircross
SUV. The Citroen C5 Aircross which is the latest in Citroen’s stable currently,
was unveiled in Chennai, Tamil Nadu. The SUV will be produced in India in
collaboration with the CK Birla Group. While Groupe PSA has tied up with the CK
Birla Group for manufacture of Citroen cars and powertrains, it has also
entered into a tie up with the TCS group for its engineering requirements.
Citroen C5 Aircross was launched in the presence of the top management of Groupe
PSA that included Carlos Tavares, Chairman of the Managing Board, Groupe PSA,
Linda Jackson, Chief Executive Officer, Citroën Brand, and Emmanuel Delay,
Executive Vice President & Head of India-Pacific, Groupe PSA. Roland
Bouchara, Senior Vice President Sales & Marketing, Citroën India, was also present
at the event.
clearly pointed out that his company was not chasing market share in India. “This
(market share) is a natural consequence of profitable business venture, which
comes from happy customers, who in turn come from good products and good
servicing”, he stated. However, the company is looking to at least a 2 per cent
share of the Indian passenger car market. The products to be introduced by the
company will also have more than 90pc localisation.
CitroenC5 Aircross SUV will be launched sometime in August-September 2020. Citroen
plans to bring in a range of products after the CitroënC5 Aircross SUV that
will be made and launched in India before being introduced in other parts of
the world. The company also plans to launch a new vehicle every year from 2021.
PSA’s India project was announced as part of the Push to Pass plan and
launched at the beginning of 2017 with the signing of two joint venture
agreements with the CK Birla Group. It may be recalled that the ceremony of
signature between PSA and CK Birla groups was held in Paris on January 25, 2017.
partnership entails two joint-venture agreements between the PSA Group and the
CK Birla Group companies. As part of the first agreement, the PSA Group holds a
majority stake (80:20) in the joint-venture company set-up with HMFCL (part of
the CK Birla Group) for the assembly and distribution of PSA passenger cars in
India. As per the second agreement, a 50:50 joint-venture was set-up between
the PSA Group and Avtec Ltd (flagship company of CK Birla Group) for
manufacture and supply of powertrains.
the cars will be manufactured at Tiruvallur, the engines and transmissions are
being manufactured at Hosur. According to sources, the production of engines
and transmissions have already begin and the company has started exporting the
Tiruvallur, the initial manufacturing capacity will be set at about 100,000
vehicles per year and will be followed by incremental investment to support a
progressive ramp-up of the long term project. The manufacturing capacity for
powertrains will cater to the domestic market needs and global OEMs.
Tavares, in his speech mentioned that, “India is an important next step for
Groupe PSA, as part of the Push to Pass plan to increase our
international footprint and revenues. With the introduction of Citroën, our aim
is to ‘be Indian in India’ and our association with the CK Birla Group, will be
important to become a major player in the Indian automotive market. Globally,
we have been successful in Europe and in other parts of the world because of
our unique automotive experiences and delivering mobility solutions to meet our
customer expectations. We really believe that India is a strong opportunity for
growth and our commitment, professionalism and agility of our teams, combined
with the pursuit of operational excellence, will sustainably drive our
performance and increase the satisfaction of our future customers in the
will have a suite of vehicles starting with the C5 Aircross and there would be
fresh products every year. We shall be positioning ourselves at the heart of
the market,” said Linda Jackson. Measuring 4.5 metres in length, robust and
muscular, the new Citroen C5 Aircross model stands out in the SUV segment with
its flowing shapes, large wheels, high ground clearance and distinctive roof
bars. The cabin instantly gives an impression of spaciousness, with an
emphatically horizontal dashboard and enveloping seats, with a seating position
that gives the feeling of dominating the road, as well as a wide central
console and warm materials.
his thoughts on the brand and region, Emmanuel Delay said, “We are on track to
meet our objective of introducing our innovative range, starting from the new
Citroën C5 Aircross SUV, which will be the first of many differentiating
products from the brand from our vehicle manufacturing JV between the PSA
Groupe and the CK Birla Group located at Tiruvallur, Tamil Nadu. Production of powertrains
from our PSA - AVTEC Powertrain JV at Hosur, Tamil Nadu is also on track and
will support our local and global requirements.”
Bouchara said, “We are planning to introduce a unique digitally disruptive,
omni-channel customer journey to deliver ATAWADAC
((AnyTimeAnyWhereAnyDeviceAnyContent) experience to customers. Our network
focus will be to develop lean & phygital (physical + digital)
formats with a ‘brick to click’ orientation. This seamless experience will be
brought alive by personalised digital sales and service processes for our
customers.” He also announced, “We are pleased to go live with our India
website www.citroen.in which marks the beginning of our partnership with
potential dealers in India leading to the Citroën Dealer Partner Live Tour in
India from 1st of July, 2019.”
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