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Citroen's premium push to continue

Date: 01 November 2007   |   Author: Hugh Hunston

Citroen's bid to include premium brand rivals among its C5 business car conquest sales will be sustained by a new generation of upmarket models over the next four years, according to the company's managing director Gilles Michel.

Formerly head of Citroen's large platform three programmes Michel said: "We are working on complementing the models we offer with some particularly distinctive cars, which will project us towards the premium sector."

He added: "In those coming years we shall position them a little bit above where we are at present to capture some of the premium market. [But] I have no claim or aim about Citroen being a premium brand. Our core business is to be a generalist brand offering good quality cars with a strong perception, increasingly among business users. Citroen will not become a specialist, upper-scale producer."