27 June 2017

Citroën Germany Sales (Model) : 2010-2016


Between 2000 to 2009, Citroën sales in Germany increased from 50,000 to 100,000. Leading the way was the tiny C1 model, introduced in 2006 and by 2009, over 22,000 sales were achieved for that model. Citroën's total market share was up to 2.9%. Things were looking good but change was in the wind.

In 2010, the DS brand was spun off as a premium alternative to Citroën. Sales in Germany fell 23%, Citroën sales slumped 37% (32% including DS) and market share dropped to 2.2% (2.4%). The top seller in the range, the C1 dropped 51% but with the market so weak, nothing went well. Sales continued downward as total German sales started to pick up. The range of models on offer was reduced as smaller selling ones were culled. Bigger sellers also suffered as it appears that the brand moved toward a more profitable pricing structure.

In 2014, things improved slightly and leveled off. The current situation is 1.5% of the total sales which is not large for what is a mainstream brand. What surprised me is that out of all this emerged a van as the leading selling model. It's sold as the Multispace.

Summary: Car buyers in Germany are strongly in favour with brands associated with the country in some way. On top of that, this is a price sensitive country and that is something this brand isn't interested in selling on. Due to factors such as these, Citroën has settled down as a fringe brand in the German market.

MODEL/YEAR 2010 2011 2012 2013 2014 2015 2016
BERLINGO 11,824 11,112 11,182 9,944 9,109 9,520 10,722
C4 12,252 16,420 12,687 10,657 12,977 10,603 10,565
C3 16,619 11,742 10,315 7,608 9,922 6,689 8,446
C1 10,805 9,098 7,463 4,903 5,029 7,965 7,355
C4 CACTUS - - - - 1,981 6,272 5,550
JUMPER 745 850 1,039 1,220 1,517 2,116 3,634
C5 7,219 5,542 4,487 2,935 2,242 1,609 1,509
JUMPY 853 952 1,188 1,111 1,393 1,176 556
C-ELYSEE - - - - - - 275
C8 747 629 405 286 105 - -
NEMO 748 407 241 149 35 - -
C-ZERO - 200 454 276 - - -
C-CROSSER 1,072 507 256 - - - -
C6 105 69 134 - - - -
C2 388 - - - - - -
OTHER 28 38 97 116 50 26 114
TOTAL 63,405 57,566 49,948 39,205 44,360 45,976 48,726
SHARE 2.2% 1.8% 1.6% 1.3% 1.5% 1.4% 1.5%

Data source: KBA.

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