General Manager of Citroen Satyne - full of confidence in the Chinese market

Since the beginning of car production in China in 1996, Citroën's sales have seen remarkable growth. By 2003, sales had increased by 14 times compared to the early years. In the global market, China has become Citroën’s largest market outside of Western Europe, ranking fourth worldwide. That year, Citroën sold 104,000 vehicles in China, a 24% increase from 2002. The company expected sales to reach 124,000 units in 2004. At the Beijing Motor Show, Citroën’s General Manager, Satyr, shared his insights on the rapid development of the Chinese auto market and the integration of imported and domestic car networks. Over the past few years, the Chinese market has attracted both domestic and international automakers due to its huge potential. However, he noted that growth has started to slow down. This led to questions about whether the market is facing overcapacity. Satyr responded by saying that while the Chinese auto market will continue to grow, it won’t be stable. He pointed out that if the market grew by 70% in one year, such rapid expansion may not be sustainable in the coming years. Instead, growth might fluctuate, but he remains optimistic about the long-term outlook. Regarding production, Satyr mentioned that while he isn’t fully aware of competitors’ situations, Citroën’s production status is healthy, with no excess capacity. His priority now is investment, aiming to reach 300,000 units in output. On the controversial topic of integrating imported and domestic car sales networks, Satyr expressed satisfaction with the government’s decision, which supports brand development. He emphasized that this approach allows Citroën to sell both imported and locally produced models, avoiding complications and facilitating new model launches. He also highlighted the importance of environmental protection, noting that the latest auto industry policy includes measures like lower fuel consumption and diesel engine development, which align with Citroën’s goals. When discussing competition, Satyr stressed that price is not the only factor. His focus is on maintaining current pricing while adapting to the local market. He attributed this strategy to Citroën’s customer-centric philosophy, reflected in its sales network, product launches, and after-sales service. Currently, Citroën operates 350 sales or service outlets across 250 cities and 20 regions through the Dongfeng Citroën Commerce Department. By year-end, the company aims to have over 400 service centers. The "Dragon Plan," launched in 2002, has supported network expansion, with 85 Dragon Media outlets as of May, and an expected 50% increase by the end of the year. As for new models, Satyr humorously hinted that details would be revealed at the Shanghai Auto Show next year.

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