- Citroen will stop taking orders in Australia by November 1 due to slow sales.
- The brand sold only 87 units in H1 2024, fewer than supercar maker Ferrari.
- Citroen was the country’s longest continuously-running automaker since 1923.
Citroen confirmed it will cease orders of all new models in Australia by November 1, 2024, marking an end to the country’s longest continuously-running automotive brand. The reason for the shocking departure is the slow demand for Citroen models Down Under, with yearly sales of around 200 units in the past five years.
Citroen has been present in the Australian market since 1923, striking the longest uninterrupted streak in the region. Today, the local lineup comprises the aging C3, the C4 crossover, the C5 Aircross SUV, and the C5 X fastback crossover. Australian buyers never got their hands to the new generation of the C3 and C3 Aircross, which recently introduced a new styling language and the updated double chevron emblem in Europe.
More: Citroen C5 X Flagship Will Be Discontinued After Current Generation
The annual sales of Citroen in Australia fell from a peak of 3,803 units in 2007 to as low as 175 units in 2021, showing no real signs of recovery since.
In the first half of 2024, the company registered only 87 vehicles Down Under. As reported by our colleagues in CarExpert, Citroen is being outsold by niche brands like Maserati (200), Ferrari (113), Lotus (102), Bentley (102), and Aston Martin (86). In fact, only McLaren (41) and Rolls-Royce (26) sold fewer units than the French mainstream brand in the H1 2024 rankings in Australia.
Local distributor Inchcape Australia announced it will honor the five-year unlimited-mile warranty with capped-price servicing in all Citroen orders in the 35 existing service centers.
David Owen, general manager of Citroen Australia, said in a statement: “Whilst we acknowledge and celebrate Citroen’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.”
The local exec added that the decision 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.”
Reading between the lines, the budget-friendly nature of Citroen within the Stellantis group and its renewed focus on smaller segments instead of larger and more premium vehicles was deemed not fitting for the local market.
Finally, the general manager concluded: “We know there will continue to be Citroen owners in Australia, with many Citroen vehicles still on the road, and our passionate Citroen Australia team and retailer network are committed to supporting the continued vehicle maintenance needs of our customers.”
