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Citroen is slashing its prices – and its discounts – to make the cost of its cars ‘more transparent’ to customers in the UK whether they buy in a showroom or online.
Instead of customers having to haggle down inflated price, the French maker says it has reduced its published retail prices based on what customers usually pay on average after negotiating with salesmen.
The move also aims to protect the longer-term residual value of its cars – so they are worth more to owners when eventually sold on in the second hand market, and reduce monthly payments for those taking out PCP finance.
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And in another glimmer of positive news from Citroen, bosses say the super-company Ami electric vehicle looks likely to be sold in the UK.
The British arm of the French car maker is introducing a ‘Fair Pricing’ initiative knowing that many buyers feel uncomfortable haggling.
Dealers will still have some discretion to offer a discount, but this will be far less than in the past.
It is one of a number of changes the car-firm is making under its new three year strategy called ‘Citroen Advance UK'.
The company said: ‘Key to the strategy is the move to fair pricing, which means reducing list prices and being transparent and upfront with the customer.
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The initiative is already in place, with the price of the RRP for the C1 city car been cut by £700 from £11,015 to £10,315.
The C3 supermini and C3 Aircross Compact SUV have also had their prices slashed by up to £1,175 and £1,775 respectively.
The firm said the new pricing strategy will be effective across the full range from 1 December with buyers 'able to enjoy this fair and transparent pricing across Citroen’s entire model line-up'.
It noted: ‘The rationale behind this bold new approach is simple, it is about being transparent and trustworthy.
‘This long-term and fundamental change to the UK business model will see list prices across the model range reduced to new fair and transparent levels.’
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While Citroen will hope this will encourage more customers into its UK dealer network, the move could also spring a backlash from previous buyers who will question if they have overpaid for their cars.
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It also brings into question the pricing of new motors across the UK.
|Model||Today's Starting Price||December New Fair Pricing Starting Price||Change|
|C3 Aircross 'C-Series'||£20,225||£17,000||-£3,225|
|Grand C4 SpaceTourer||£27,460||£26,210||-£1,250|
As part of the strategy, Citroen has introduced a new and additional ‘C-Series’ range, which is aimed specifically at online buyers.
A new Virtual Showroom service offers customers the ability to book live walk-around tours of key Citroen models and to ask questions, prior to placing an order via the online store.
Citroen said: ‘New ‘C-Series’ models are offered with strong levels of standard equipment, a competitive fair price well below that of key competitors, and a five-year extended warranty for retail customers purchasing online.’
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The maker's UK managing director, Eurig Druce, said: ‘Our Advance UK strategy represents the next step as we continue to strengthen the Citroen brand in the UK.
'At the heart of our strategy are fundamental, long-lasting changes to the way we do business to serve our customers better, it is the strategy our business needs today, to thrive tomorrow.’
Ami likely to come to UK showrooms
In an exclusive interview with, Druce also suggested that the ultra-compact Ami electric vehicle could be sold in the UK.
Having been granted quadricycle classification in France - partly down to its miniature dimensions of 2.41-metres long and 1.39-metres wide - it is already being sold in the manufacturer's home land and is being offered to teenagers in Paris as a safe alternative to public transport during the coronavirus pandemic
That's because its categorisation as a quadricycle means it can be driven by anyone over the age of 14.
CITROEN AMI SPECS
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Dimensions: 8 feet long, 4.5 feet wide
Range: 44 miles
Capacity: Two passengers
Charge: 5.5kWh lithium ion battery
Charge time: Three hours
The vehicles are priced at around £5,000, though most are being leased for approximately £18 a month, after a deposit of £2,350.
Druce said it does come to Britain, it will be in left-hand drive form only.
The UK boss told Auto Express there was a 75 per cent chance of the Ami being sold to UK customers, and confirmed that discussions are going on with Citroen's head office in France to secure the vehicle's availability for the UK market.
He told the magazine that it was his intention 'in the next two to three weeks is to evaluate feedback from customers that they see with the cars here on home ground'.
The Ami is powered by a 5.5kWh lithium-ion battery that provides a driving range of up to 44 miles and a top speed of 28mph,
Charging from a conventional household plug takes just three hours.
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