Citroën to clean up its image

PEACE-OF-MIND MOTORING: EMPLOYEES FOCUSSED ON PUTTING CUSTOMER SATISFACTION FIRST

Back in SA after three years, car maker now offers 24-hour customer care centre.

Anew dawn – and this one will actually work. That is how Citroën views its return to the South African market, after a three-year absence. The marque will face a negative perception among South African car buyers, many of whom associate French cars with poor reliability, expensive parts, bad service and low resale values.

The Citroën people are aware of the obstacles in their path and have a strategy to counter it.

For one thing, they offer all their models with a comprehensive five-year/100 000km warranty, a 100 000km service plan and 24/7 roadside assistance, all of which is transferable if the car is sold.

Peugeot Citroën South Africa (PCSA) managing director Xavier Gobille, said: “When purchasing any new Citroën model, you are not just buying a Citroën. You are obtaining complete peace-ofmind motoring.

“The benefits of the five-year, 100 000km warranty and service plan will allow Citroën new car owners to plan their motoring budget accurately, with no hidden costs,” Gobille added.

Citroën’s peace-of-mind programme includes the use of courtesy cars, a comprehensive

Citroën parts basket, complimentary vehicle health checks and microdot technology for quick and easy identification in the event of car theft.

Citroën vehicles can be serviced at any Peugeot-accredited dealership nationwide, with the current 25 branches set to grow by five before the end of the year.

The car maker also offers a 24hour customer care centre, an annual licence renewal reminder and warranty expiry notification.

“None of that would make sense if the products were not good,” said Clara Metivier-Beukes PCSA’s head of marketing.

“But we know we have exciting, reliable and very uniquely French cars to offer – vehicles that are selling well in discerning markets like that of Germany, Spain and the UK.

“That apart, we have done extensive research, and know what circumstances led to the South African car buyers’ negative perceptions of French cars.

“Thus, every employee of PCSA and its dealer network is totally focussed on improving every aspect of the business and putting the customer satisfaction first.

“In the process, we aim to build brand loyalty, and we have the products to back up our vision,” she added.