Citroën: Xavier Chardon warns against European standards responsible for the price surge

Ah, Citroën! This brand that could make the hearts of the French flutter, like a good old red wine in a pitcher, finds itself playing on a slippery slope, mined by increasingly constraining European standards. Xavier Chardon, the new general manager of this venerable institution, recently sounded the alarm. What is it about? A surge in prices that would make a bottle of champagne look like a simple glass of sparkling wine.

Xavier Chardon and his cry from the heart

Upon his return to Citroën after a prolonged exile at Volkswagen, Xavier Chardon found a brand that was both familiar and, let’s say, somewhat chaotic. Challenges are piling up: regulations are becoming stricter, the European car market is turning into a true jungle, and, believe it or not, affordable cars are as rare as good Christmas movies.

• 99% of Europeans seem to wonder what is happening between their velvet paws and their wallets...
• Prices are soaring at a breakneck pace, leaving behind the fans of the 2CV, who will now be looking for subway tickets.
• And then, of course, there are the Euro NCAP standards that are literally suffocating manufacturers, turning essential products into luxury items.

Regulation at the heart of the disaster

The regulatory impacts are piling up like planes in a queue at an airport during Christmas. The goal of making vehicles safer and less polluting is commendable, but at what cost? The race for standards has just cost Citroën a pretty penny, meaning even a buyer of a C3 might fear for their liver (and their budget).

• The standards are such that it sometimes becomes more profitable to import a vehicle than to produce it here in Europe.
• This pushes consumers to opt for older models or to keep their cars longer, as buying new becomes a luxury.
• France, armed with its bureaucracy, seems to lose its sense of economy, turning daily needs into privileges.

The unexpected challenges of the automotive market

Imagine a world where everything becomes so expensive that one might think even bread will soon be sold at a golden price. This is the current reality of the sector: Europeans have never had such difficulty deciding. Chardon talks about these blazing price surges that will turn cars into devices only appreciated by billionaires, while pedestrians wonder why they didn’t take the bicycle.

What solutions and evolutions for Citroën?

To combat this trend, Chardon argues for a relaxation of the rules, particularly for utility vehicles that are the true lungs of the French economy. But the challenge remains great: how to restore Citroën's former glory without being trapped in a regulatory straitjacket? The answer lies, no doubt, in innovation and adaptation.

• Making electric accessible: The electric C3 becomes an economical solution — finally something the average French person can afford.
• Simplified logistics: Relocalizing production to prevent the head of each factory from being a Chinese.
• A clear message to customers: prices must be transparent, with real financing solutions.

In the meantime, the market remains in a state of artistic blur where uncertainty reigns like a capricious monarch. As if to say, the car is still synonymous with freedom… even if it’s the kind we can no longer afford.

Source: www.lejdd.fr

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