Sacre-bleu! French brand Citroen axed in Australia after 101 years, sister brand Peugeot to stay

Another established car brand has bitten the dust in Australia as cut-price motor vehicles from China continue to flood the local market.

The oldest continuously-running car brand in Australia – French manufacturer Citroen – will shut its showroom doors in Australia by the end of this year.

However, its sister brand Peugeot will remain in Australia for the time being, despite experiencing fluctuating sales in recent years.

The end of the road for Citroen comes 101 years after it set up shop in Australia in 1923, just four years after the brand launched in Europe (founded 4 June 1919).

In 1925 a Citroen became the first motor vehicle to circumnavigate Australia. The restored vehicle (similar to the one pictured below) now resides in the Australian Motoring Museum in Canberra.

Citroen has delivered just 87 new cars so far this year in Australia, which is even less than the total number of Ferraris (138) and Lamborghinis (161) sold over the same period.

In recent months the Australian distributor slashed prices of certain models by up to $30,000, selling vehicles at a substantial loss to clear stock.

Figures show Citroen sales have been in free-fall in Australia in the 10 years since 2014 – from 1300 deliveries in 2014 to just 228 sales last year.

Indeed, Citroen has never looked like returning anywhere near its record annual sales result of 3800 deliveries reported in 2007, when the French brand was distributed by independent importer Ateco (1995 to 2013).

Citroen has been sold in Australia by various independent distributors over the past 101 years.

Most recently – since July 2017 – Citroen and its sister brand Peugeot have been distributed in Australia by Inchcape, the same company that has imported Subaru vehicles here for more than three decades (since 1991).

Representatives for Citroen in Australia said the company will honour the remainder of the new-car warranty of vehicles sold over the past five years.

And it will honour orders for new vehicles taken before 1 November 2024 – while stock lasts.

Citroen sales in Australia:

• 2024 (to end of July): 87
• 2023: 228
• 2022: 296
• 2021: 175
• 2020: 203
• 2019: 400
• 2018: 494
• 2017: 735
• 2016: 965
• 2015: 1106
• 2014: 1307
• 2013: 1180
• 2012: 1702
• 2011: 1415
• 2010: 1603
• 2009: 1602
• 2008: 2703
• 2007: 3803
• 2006: 3507
• 2005: 3005
• 2004: 2400
• 2003: 2309
• 2002: 1705
• 2001: 1005
• 2000: 652
• 1999: 562
• 1998: 995

Source: Federal Chamber of Automotive Industries (as far back as records are kept).

Media statement from Citroen Australia:

This decision follows consultation with the retailer network, careful consideration of the current and future Citroën product available for the Australian market, and how this aligns with the evolving consumer demands and local market requirements.

David Owen, General Manager Citroën Australia, said: “Whilst we acknowledge and celebrate Citroën’s rich history in the Australian market, we must look to the future and consider the rapidly evolving, dynamic, and competitive nature of the industry and local market, alongside changing consumer demands.

“The decision for Citroën Australia to cease new vehicle sales was not made lightly; it was made after careful consideration of the current and future product available for our country, in the context of the local market and the preferences and requirements of Australian new vehicle buyers.

“Our dedication to putting our customers at the centre of everything we do remains resolute. We know there will continue to be Citroën owners in Australia, with many Citroën vehicles still on the road, and our passionate Citroën Australia team and retailer network are committed to supporting the continued vehicle maintenance needs of our customers.”

Citroën Australia remains at the service of their customers and is ready to support their servicing needs via 35 authorised Service Centres across Australia. Customers can search for their nearest authorised Service Centre at www.citroen.com.au.

At these authorised Service Centres, customers will continue to have access to factory-trained technicians, genuine parts, completion of applicable service and recall campaigns, and diagnostic updates.

New vehicle orders placed by customers before 1st November 2024 will be fulfilled and delivered to Australian customers, with the brand’s comprehensive 5- year/unlimited km new vehicle warranty, Assured Service Pricing and Pre-Paid Service Plans remaining unchanged.