Citroën has announced that it will stop selling new cars in Australia by November 1, 2024, marking the end of an era that spans over a century in the country.
The French car brand has struggled with poor sales in recent years.
The company responsible for Citroën’s imports and sales in Australia, Inchcape, made the announcement following a drop in sales.
In the first half of 2024, Citroën sold only 87 new cars, a decrease of more than 35% from the same period in 2023. Since the brand’s peak in 2007, sales have plummeted by 94%.
To clear out their remaining stock, Citroën has been offering substantial discounts, with some models discounted by as much as $30,000. This news has also raised questions about the future of its sister brand, Peugeot, which has similarly been offering significant discounts.
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Citroën’s current lineup in Australia includes only four models: the C3, C4, C5 Aircross, and C5 X. In recent years, the company has shifted its focus to more premium models, cutting back on more affordable options.
Citroën has a long history in Australia, with the first car arriving in 1923. The brand quickly made a name for itself when a Citroën 5CV became the first car to circumnavigate Australia in 1925, covering 48,000 kilometers. This historic car is now on display at the National Museum of Australia in Canberra.
Over the years, Citroën even manufactured cars in Australia, including the ID 19, a local version of the iconic DS model.
Despite its long history, Citroën has struggled to compete in a highly competitive market.
"The decision for Citroën Australia to cease new vehicle sales was not made lightly," David Owen, Citroën Australia’s General Manager, told Drive.
"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."
Despite the decision to stop selling new cars, Citroën has promised to fulfill all orders placed before November 1, 2024.
According to Australian law, car companies must provide up to 10 years of parts and maintenance support after exiting the market.
"Our dedication to putting our customers at the center of everything we do remains resolute," Owen said. "We know there will continue to be Citroën owners in Australia, and our passionate Citroën Australia team and retailer network are committed to supporting the ongoing vehicle maintenance needs of our customers."
