Citroen revives the 2CV for an electric age

French car manufacturer Citroen has reintroduced its iconic 2CV brand to the electric vehicle market, aiming to increase sales in a competitive industry. The new model, showcased at the Paris Motor Show, is a compact city car that embodies the retro aesthetic of the original 2CV, one of Citroen's most celebrated designs. Currently in the concept stage, the company plans to launch a showroom-ready version by 2028 amid growing competition from Chinese automakers.

Citroen's CEO, Xavier Chardon, hailed the new 2CV as "a modern, ingenious, and refreshing response to the mobility challenges of tomorrow." The original 2CV debuted in 1948, during Europe's post-war recovery, as an affordable and durable vehicle for French farmers and rural residents. Its distinctive features included high wheel arches, flexible suspension, and a spacious roof that allowed drivers to wear hats while operating the vehicle.

Over its four-decade production run, the car evolved from a practical farming tool to a beloved symbol of counterculture, cementing its place in automotive history.

To leverage this heritage, Citroen aims to sell a modern electric small city car priced around £13,000. The new 2CV retains several design elements reminiscent of its predecessor, such as high flared wheel arches, a tall curved roof, and distinctive eye-like headlights. This strategy echoes successful examples in the industry, such as VW's Beetle revival, BMW's Mini designs, and Fiat's retro-styled Fiat 500.

However, Citroen faces the challenge of creating a practical and appealing electric vehicle that resonates with a broad audience.

The use of nostalgia to sell new products is not unique to Citroen. Renault, its French competitor, has already adopted this approach with the Renault 5 E-Tech, which mimics the original Renault 5's boxy design. VW and Ford are also experimenting with retro-themed electric vehicles to capture consumer interest in the electric car market.

Autocar magazine's Rachel Burgess believes this strategy is effective, as it differentiates established brands from new entrants and appeals to both older and younger consumers. Automotive experts argue that in a competitive European market facing threats from aggressive Chinese manufacturers, heritage and nostalgia could provide a significant advantage for traditional brands that can balance nostalgia with modern functionality and features.