Citroen announces end of Australian sales

A European brand with more than 100 years of history has surrendered its local sales operation.

French car maker Citroen has raised the white flag and surrendered its sales operation in Australia, announcing an end to new vehicle deliveries in an increasingly competitive market.

The brand shocked the car industry by declaring “cessation of new vehicle sales” on Thursday.

Citroen, imported locally by the Inchcape group also responsible for Peugeot and Subaru, has struggled to attract customers in recent years.

The Citroen C5 X was one of the brand’s last cars.

The niche brand has delivered just 87 cars this year, which is fewer than luxury marques such as Ferrari (138), Aston martin (96), Bentley (123), Lamborghini (161).

Which is tough going considering that the luxury brands sell cars for $500,000 or more, while Citroens trade for 10 per cent of that.

A statement released by the brand said it “will exclusively support the vehicle maintenance and servicing requirements of Australian customers effective 1st November 2024, following the cessation of new vehicle sales in the local market”.

Citroen was famous for oddball designs, such as the windscreen on this C4 Grand Picasso Photo: Iain Curry

“This decision follows consultation with the retailer network, careful consideration of

the current and future Citroën product available for the Australian market, and how

this aligns with the evolving consumer demands and local market requirements.”

Which is to say that business conditions are tough and there is no light on the horizon.

Fittingly, the brand’s decision to exit came during the launch of a new electric brand in Zeekr, a Chinese concern that shares hardware with the likes of Volvo, Polestar and Smart as part of the broader Geely family.

David Owen, general manager of Citroën Australia, says that the decision to stop selling cars “was not made lightly”.

The Citroen DS is revered as a motoring icon.

“While we acknowledge and celebrate Citroën’s rich history in the Australian market, we must look to the future and consider the rapidly evolving, dynamic, and competitive nature of the industry and local market, alongside changing consumer demands,” he says.

“The decision for Citroën Australia to cease new vehicle sales was not made lightly; it was made after careful consideration of the current and future product available for our country, in the context of the local market and the preferences and requirements of Australian new vehicle buyers.

“Our dedication to putting our customers at the centre of everything we do remains resolute. “We know there will continue to be Citroën owners in Australia, with many Citroën vehicles still on the road, and our passionate Citroën Australia team and retailer network are committed to supporting the continued vehicle maintenance needs of our customers.”

Citroen says existing customers can have cars maintained at 35 authorised service centres around the country.

The outlets will also handle recall campaigns and software updates for customer vehicles.

The manufacturer says it will honour new vehicle orders placed November 1, giving hardcore fans a few weeks to seize their last chance to snap up a Citroen.