As Citroën enters a new era as part of the Stellantis Group, global design director Pierre Leclercq explains why design is still so integral to the French company’s vision
The Citroën CX, European Car of the Year 1975
W*: Citroën doesn’t seem to have a strong historic connection to a particular engine. Is that quite refreshing as a designer, not having that association to maintain? : We’re definitely not a performance-orientated company – we leave that to other brands. With the C5 X, even with a small engine, you can experience how much we push for comfort and serenity.
W*: Is it difficult for Citroën to combine its status as something of a cult brand with that of a mass-market manufacturer? : My answer is yes, yes, yes. There have been products in the motor industry that only designers loved but which didn’t really sell. But to be honest that doesn’t interest me so much. A product is great when it sells a lot. If you look at Ami in terms of sales, it’s quite surprising because it was a big risk for the company, but it has worked.
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