Xavier Chardon, CEO of Citroën: "The 2CV could be the small electric car the EU wants."

Xavier Chardon has been CEO of Citroën since June, where he began his career in 1994 and spent 17 years until 2012, when he joined the VW Group. During these three decades, he held various responsibilities in Europe and China. He spoke with EL MUNDO at the presentation of the new Citroën C5 Aircross.

Question: Could you define Citroën in one or two words?

Answer: It's very difficult, because our goal for 106 years has been to offer mobility that improves the lives of everyone who travels in a Citroën. And more than the comfort associated with our suspensions, I would talk about well-being, care, or peace of mind. That's why, after the recent problems we've experienced, we responded with an eight-year warranty. We're also creative, as demonstrated by the AMI, which can be driven from the age of 14. And, finally, we want to provide accessible solutions at a good price. A Citroën will never be the vehicle that accelerates from 0 to 100 km/h in the shortest time, nor one that can be parked from a smartphone. But it will be one that prioritizes what matters to the customer, without unnecessary complexity.

Q. At Stellantis, you have brands with products that share many common elements. How do you manage this?

A. It's true that we share a platform, engines, and modules, but the differences are clear. For example, our C5 Aircross offers more interior space than a Peugeot 3008 or an Opel Grandland. That's a difference in itself, just like having Stellantis's largest and most versatile multimedia screen or the car being designed to offer more comfort. If you're a Formula 1 driver, you'd probably prefer another model from the group, but our customers are different. Let me tell you: I used to suffer from back pain, and since I've been driving a C5 Aircross, I've been seeing an osteopath much less often.

Q. But the previous model had three independent, adjustable rear seats. Not now. Why?

A. It was a very interesting proposal, especially for installing three child seats. However, if it had been perceived as a decisive argument, we would have sold many more cars. What we've done is prioritize the fact that up to 80% of rear seats are used for two people, and the new design provides more space and comfort. Of course, it's also a cheaper solution that allows us to be more competitive. And there's another technical reason: maintaining the three independent seats would have required making the car taller and impairing its aerodynamics. This is something we couldn't afford, since it will also be sold as an electric vehicle, which will reduce its range. Incidentally, the platform allows it, but there won't be a seven-seat version.

Q. You say this model is your flagship. Aren't you going further?

A. Of course, we could offer larger cars, but how many customers are there in that segment of the market? The C segment is much broader, and the success of the previous C5 Aircross and the C4 Picasso gives us complete legitimacy.

Q. What do you think about the regulations that increase the official emissions of plug-in hybrid vehicles (PHEVs)?

A. I think PHEVs are a very valid solution for reducing emissions, especially in markets that aren't yet ready for 100% electric models. In the new C5 Aircross, this version allows you to travel 100 km in the city without using gasoline, and on the weekend, with the combustion engine, the range reaches 1,100 km. That's why I call it 'our new diesel.' Plus, with a discharged battery, it behaves like an efficient hybrid, something it didn't do before. I think these models should receive institutional support. But of course, if you don't recharge the battery, they lose their meaning. It's like trying to iron without plugging it in: it works, but poorly.

Q. Will the future be electric in the next 10 years?

A. The future will be increasingly electric; the question is, only electric. Right now, there's a huge disparity between large markets where their market share is 5% or less, like Italy, and others that are close to 100% and are very small, like Norway. That's why, in this transition phase, plug-in hybrids and conventional hybrids can encourage people to get rid of their old cars. It's urgently needed and would also help recover sales to pre-pandemic levels. Europe is the only region that hasn't achieved this. Nor can you force someone to buy an electric car because even if it costs less than €20,000 [without subsidies] like our ë-C3 with 200 km of range, it's a lot of money and not suitable for everyone. That's why at Stellantis, we have all the technologies so customers can choose. We don't want someone to walk into a dealership and be told: this car is only sold with a battery.

Q. There's a big gap between the AMI and the C3, and the EU is preparing a new segment similar to the Japanese kei cars. Can we expect a Citroën in that segment?

A. First, we are very pleased that the EU is heeding our call to democratize access to automobiles. The example of kei cars is magnificent. Very few small cars are sold right now because they are rarely available for less than €15,000. That's why this European "e-car," electrified or low-emission and affordable, is essential. Until very recently, our C1 cost less than €10,000, with four seats and an engine for travel, two things that the AMI doesn't allow. That's why we see this segment as a great opportunity, although aspects such as its top speed would need to be discussed: I believe it should be at least 110 km/h.

Q. What will the future hold for the Madrid factory beyond the Citroën C4?

A. Spain is fundamental for us. Although the Berlingo is made in Vigo, which is almost a brand in itself, for me the best factory is Madrid. It produces the C4, which has achieved the highest market share in its segment over the last four years. I believe it's a benchmark plant in terms of quality and responsiveness, and I hope to continue this 'honeymoon' experience.

Q. Given the success of the Renault 5, which has returned as an electric model, is Citroën considering something similar with the 2CV?

A. If I look at our past, the great reference is undoubtedly the 2CV, which a recent survey ranked as France's most iconic product. But the important thing isn't just the retro design, which may or may not work. The key is understanding what made the 2CV successful. It was born just before World War II to democratize individual mobility. Easy to use, cheap to maintain, capable of carrying four people and up to 50 kilos of potatoes under one roof. If we bring that concept forward now, the potential is enormous, and it also connects with the small electric cars Europe wants. Will our proposal be a 2CV? We'll have to see if it makes sense; the important thing is to go beyond the form and recover its essence.

Q. What do you think about Chinese brands?

A. They're new, but increasingly serious, and they're arriving in Europe with interesting offerings, technology, and speed. I'm not afraid of them, although I do believe Citroën deserves a better position and should attract many more customers. We have a very solid DNA and, furthermore, a strong sales network , which is one of our greatest assets. The key is offering the right product at the right price to keep up with our pace.