Why Citroen UK has the plan it's been crying out for

Citroën UK managing director Eurig Druce believes he has outlined the plan that the Groupe PSA brand has been “crying out for” in the form of the three-year, mid-term Citroën Advance UK strategy.

And, while a Fair Pricing initiative will aim to deliver greater transparency through lower prices and reduced haggling, a renewed product range and a drive to deliver a greater brand awareness through digital communications are all part of the new direction, the creation of a Team Citroën spirit is at its core.

Druce wants the franchised operators of Citroën’s 130 UK dealerships to set aside their competitiveness to support one another and help drive an improvement from profitability doldrums which delivered breakeven return on sales for dealers in 2019.