Citroen revives the 2CV for an electric age

French automaker Citroen has reintroduced its iconic 2CV brand for the electric vehicle era, unveiled at the Paris Motor Show. The compact city runabout showcases the brand's signature retro design, reminiscent of one of its most celebrated models. While not yet ready for production, the concept car aims to launch in showrooms by 2028, as Citroen seeks to compete with Chinese manufacturers in the increasingly competitive electric car market.

Citroen's chief executive, Xavier Chardon, describes the new vehicle as "a modern, ingenious and refreshing response to the mobility challenges of tomorrow." The original 2CV, launched in 1948, was designed as an affordable and robust vehicle for French farmers and rural communities. Over its forty-year production run, it evolved from a practical tool to a cultural symbol, particularly among hippies and counter-culturalists.

Now, Citroen hopes to leverage this heritage to sell an electric, small city car priced around £13,000. Despite its nostalgic exterior, featuring high wheel arches, a tall, curved roof, and eye-like headlights, the new 2CV is expected to incorporate modern electric technology. This strategy of blending nostalgia with innovation is not unique to Citroen, as other European brands have also drawn on their heritage to sell electric cars, including Renault with the Renault 5 E-Tech and Volkswagen with the ID-Buzz minivan.

However, industry experts believe that while nostalgia can help differentiate European cars from Chinese competitors, it must be coupled with a credible modern electric vehicle to succeed in the market.