Two global automotive brands will make their market entries in India next year. Both have a common agenda of positioning their respective brands in the premium category in this country. The first details of the marketing plans are beginning to emerge.
French carmaker Groupe PSA which will introduce Citroën will begin by importing Citroen C84 or Citroën C5-Aircross in India as a starting point to promote the brand before moving into the volume market.
The SUV from Citroën will take on the likes of Jeep Compass, Hyundai Tucson and Skoda’s upcoming SUV Karoq in India.
On the retail side, PSA plans to set up five ‘Destination’ or ‘Experience Stores’ across major cities to give consumers a flavour of the brand. It plans to reach into 80 or 100 top-tier markets in 3-4 years.
In parallel, Citroën’s Smart Cars project for India is also moving in line with plans. Here the product line will be designed on the tagline — ‘Be Indians in India’ – and to do this the company has hired consultancy firm TCS, who will be responsible for design and developing volume products with pricing levels competing effectively against Maruti-Suzuki and Hyundai.