Citroën focuses on efficient powertrains and customer-oriented offerings

French car manufacturer Citroën is undergoing a strategic revision of its priorities, announcing a return to the brand's roots understood as a focus on concrete customer needs. The new CEO, Thierry Koskas, during a presentation in Milan, firmly distanced himself from the avant-garde design of the previous era, stating that the era of cars looking 'like spaceships' is over. Founded in 1919, Citroën built its reputation over decades on innovative suspension solutions, providing exceptional driving comfort, symbolized by the DS model. In recent years, the brand experimented with very bold, futuristic design under the slogan 'Inspired by Tech', which met with mixed market reception. The new philosophy, dubbed by the Italian press as 'voglia di concretezza' (desire for concreteness), is to be reflected in a special concept car, whose premiere is scheduled for 2026. Parallel to the change in design vision, Citroën confirms and expands an aggressive powertrain strategy. As emphasized by the ANSA agency, the company 'is betting on the most efficient powertrains for everyone'. This means that from now on, every new model introduced to the market will be offered in a version with a low-emission powertrain – hybrid, plug-in hybrid, or fully electric. The goal is to meet stricter emission standards and customer expectations regarding savings. „We want to design cars that are pleasant to use, not just nice in pictures. No more cars that look like spaceships.” — Thierry Koskas The flagship product of the current electrification offensive is the Citroën C5 Aircross Plug-in Hybrid 225. This hybrid SUV, with 225 horsepower, according to manufacturer data, can travel up to 55 kilometers solely on electric power, a range typical for daily urban commutes. To strengthen its position in the competitive market, the company also plans to significantly expand its model lineup. In the highly lucrative compact SUV segment, Citroën intends to double the number of available variants within the next 24 months. The change in course is a clear reaction to internal and external criticism of the brand's previous direction, which was considered too extravagant and detached from the expectations of the average buyer. Despite this criticism, the company is not abandoning its hallmark feature, which is driving comfort. The suspension system with Progressive Hydraulic Cushions hydraulic dampers, marketed under the slogan 'Oliwy Comfort', remains a key element of the offer and will continue to be developed.