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Citroen’s first La Maison Showroom inaugurated at Ahmedabad ahead of C5 AirCross SUV’s launch

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Citroen has just unveiled its first showroom in India. The showroom is based on “La Maison Citroen” concept that was showcased at Paris in 2017. The showroom is now located in more than 100 locations throughout the world. The “La Maison Citroen” is French for “Home of Citroen”. The first showroom is located at Sarkhej – Gandhinagar Highway Ahmedabad, Gujarat. The showroom is based on 4000 sq ft of space. The showroom aims at making car buying experience engaging and digitally immersive. It will be supplemented at launch by a test drive fleet and an after-sales workshop.

The French manufacturer wants to expand the dealership network to 10 dealerships in 10 cities across India. Other cities include Gurugram, Cochin, Delhi, Kolkata, Hyderabad, Pune, Chennai, Mumbai and Bengaluru. The dealership comes with a 3D car Configurator for the new buyers. The front wall of the dealership gets a giant screen which currently showcases the name of their new SUV, the C5 Aircross which will be launching soon. The interiors of the dealership get a natural wood finish and colourful inscriptions.

There is a dedicated lounge area with a cafe area where the customers can wait and the showroom also gets an exclusive delivery bay just like some big BMW showrooms have in Dubai. The showroom aims to offer Phygital(Physical + Digital) experience to the customers. The showroom will come with ATAWADAC(AnyTime, AnyWhere, AnyDevice, and AnyContent) concept. Through it, the customers will be able to continue their configuration progress where they left off at their home.

Roland Bouchara, senior vice president of sales and marketing, Citroën India, said, “We are thrilled to debut the “La Maison Citroën” concept in India and the Ahmedabad showroom pilot is an important milestone for Citroën India as we gear up for the launch of our first car C5 Aircross SUV in Q1 2021.”

Speaking of the new C5 Aircross will be the first vehicle from the French manufacturer for the Indian market. The launch of the C5 Aircross is scheduled to happen in April 2020 but the SUV will be unveiled on February 1. Citroen will be bringing in the C5 Aircross through the CKD or Completely Knocked Down route which means the SUV will be locally assembled in Thiruvallur plant in Tamil Nadu. Being a CKD unit the SUV will cost more than the rivals, but then it will also be offering the international quality levels. The price tag is expected to be around Rs. 30 lakhs ex-showroom.

There is a high possibility that Citroen will only be bringing the fully-loaded variant of the C5 Aircross to India just like Volkswagen did with T-Roc and Skoda did with Karoq. The SUV will only be available with a diesel engine. It will be a 2.0-litre turbocharged unit that will generate a maximum of 177 Ps and 400 Nm of peak torque. The engine is expected to be offered with both a manual and an automatic transmission. The C5 Aircross will be competing against the SUVs like Hyundai Creta, Kia Seltos, Tata Harrier and MG Hector in the market. However, because of its high price tag, it will also compete against the Jeep Compass and Hyundai Tucson.