Citroen revives the 2CV for an electric age
French carmaker Citroen has brought back its 2CV brand in a bid to boost sales of electric cars in a difficult market.
French automaker Citroen has reintroduced its iconic 2CV brand to the electric car market, unveiling a retro-styled concept car at the Paris Motor Show. Aimed at reviving sales in a competitive industry, the new model is not yet ready for production, with plans to introduce it by 2028. The car follows the classic design of the original 2CV, launched in 1948 during the post-World War Two era, which was known for its affordability and durability, particularly among French farmers.
Citroen's CEO, Xavier Chardon, emphasized the car as a "modern, ingenious and refreshing response to tomorrow’s mobility challenges." The 2CV's high wheel arches and soft suspension allowed it to traverse rough terrain without damage, while its simple design and repairability contributed to its popularity, remaining in production for over 40 years.
Today, the 2CV is beloved by enthusiasts who gather annually for meet-ups in various countries. Citroen is leveraging this heritage to market an electric, small city car priced around £13,000. The new 2CV retains key design elements of its forebear, including flared wheel arches, a tall roof, and distinctive headlights. This strategy of nostalgia is common among other European automakers, such as VW, BMW, and Fiat, who have all reintroduced retro-styled models to attract buyers hesitant about electric vehicles.
However, experts believe that while retro styling can differentiate cars in a crowded market, Citroen must also ensure the new 2CV offers modern functionality and features to appeal to a broader audience, especially as European manufacturers face increasing competition from Chinese electric vehicle manufacturers.
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