Thierry Koskas (Citroën): a bold attitude towards Dacia in certain segments

It’s a fact, and even a shock for some: Citroën, this brand that was once synonymous with creativity and boldness, seems ready to submit to the new market reality, where Dacia and its low prices serve as references. But don’t be fooled by this semblance of modesty: Thierry Koskas, the big man behind the Chevrons, is unleashing his strategy of confrontation. The ride is not without twists, and off-road, the paths are not always well marked.

Thierry Koskas: a captain who is not afraid to get wet

Having arrived at the head of Citroën with a rallying cry akin to an alignment of the planets, Koskas shamelessly plunges into battle against Dacia, the new low-cost king. Barely veiled statements reveal his desire to make Citroën the entry-level brand of Stellantis. A galaxy far, far away, the men and women dressed in navy blue from Opel and Peugeot must be wondering what is happening to them. Shouldn’t they all devote some time to praying to avoid disaster?

An audacious strategy or just a show?

The reality of the automotive market in 2025 is a downward evolution, with Dacia leading the charge, cheerfully singing hymns to profitability. The new C5 Aircross from Citroën, preparing for its launch, dreams of appealing to corporate fleets. The forecasts? Almost optimistic, but Koskas is moving his pieces. With unbeatable comfort and all the shiny new technologies, the manufacturer is doing everything to woo. The question remains whether this will be enough against the tsunami of Ford, Volkswagen, and other behemoths.

Ambitions revised downward... for now

Faced with the flamboyance of competitors, Citroën finds itself in a rather delicate situation. A year of efforts to steer the ship back on course, promoting the pace of product renewal while keeping in mind the expansion of the range without falling into excess. Clearly, Koskas envisions a future where every model counts. But the question on everyone’s mind is: does this desire to go up against Dacia translate into a lack of flair?

An old enemy becomes a playmate

What one must remember is that Citroën, having emerged like a phoenix several times, has always had a clear vision. “We are a popular brand,” declares Koskas proudly. This beautiful and noble objective of asserting itself against brands like Nissan, Fiat, and many others is starting to take shape. But the real question remains: are the Chevrons succeeding in dispelling the prevailing gloom, shaking off the shadows of the past, and adopting a happy attitude in the face of the challenge? When Koskas declares that the C5 Aircross will perform much better than its predecessor, skeptics would pinch their noses if they had the honor of witnessing its triumph. Will reality honor its ambition?

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