If you harbour a negative perception of Citroen as a fleet maker, then now is possibly the time to review any prejudices.
The C6 represents the new Citroen reckons Ian Hughes (pictured above), recently appointed head of fleet and remarketing, and, more importantly, the attributes of the brand going forward: stylish, technologically advanced and quality engineered.
“We need to build confidence in the Citroen brand,” says Hughes.
“It’s not going to be an immediate story, but little by little we will build that confidence.”
Hughes started his current appointment eight months ago, although the first eight weeks were spent in Paris at Citroen HQ.
“I spent my time getting to know the key people and to communicate the needs of fleet to the heart of the company. As a result, all new Citroens will come into the market with specific fleet attributes,” says Hughes. “I’ve already been involved in new product that’s three years away.”
RVs were another area that required bolstering. But Hughes says he eats, sleeps and breathes RVs now. “We have more open relationships with the guides and the people responsible for setting the SMR bandings.”
The pricing structure of the cars has also been changed with the introduction of fleet-specific VTX+ models. The idea is to create a strong used vehicle with strong RVs.
VTX models don’t receive the cashback retail offers; the result, says Hughes, is a more cost-effective vehicle for companies (lower monthly leases, less NI to pay) and reduced benefit-in-kind tax for drivers – because the P11D is lower.
Other key Citroen attributes, says Hughes, are low CO2 engines and high safety levels – the C6 achieved a five-star occupant and four-star pedestrian EuroNCap rating. However, cars are only half the Citroen fleet offering. Citroen is the third biggest manufacturer for vans, going head-to-head with VW. “One in five Citroens sold in the UK is a van,” says Hughes.
“It helps us come to the market. If we can sell a van it usually helps us to sell a car.”
If you’ve not dealt with Citroen previously, or need to reacquaint yourself, the Fleet Connect number is 08457 940 940.
