Chennai: The Indian automotive segment is set to head towards major disruption, be it in-terms of safety, emissions and most recently, global onslaught. Foreign carmakers have been running feasibility studies in the country for years and many are mulling for a grand entry in the coming years.
With Kia and MG Motors gearing up for launches, French automotive giant PSA Group has announced that Citroen will be the first brand from its kitty to enter India.
News Today got into the details with Emmanuel Delay who is the executive vice president and head of India-Pacific at PSA Group.
Q: What does entering the Indian market mean for PSA Group?
A: India is one of the fastest growing automotive markets in the world. This project means to be fully integrated in India with a comprehensive ecosystem including local production of vehicles and powertrains, distribution of vehicles and services as well as procurements for the whole group.
Q: What does Citroën hope will be its USP in making the Indian entry a grand success?
A: Citroën’s selling proposition of unique styling, eco-friendly and comfortable cars at the heart of the market has all the potential to satisfy Indian customers. We will share specifics of our brand Strategy in days to come.
Q: Will Citroën be pitched as an affordable brand in India or as a premium one?
A: Citroën brand has grown internationally with highly localised mainstream cars and that is what is required to be successful in India.
Q: How are developments coming along at the Hosur facility?
A: The powertrain joint venture is a 50/50 partnership formed between the PSA Group and AVTEC Ltd to manufacture and supply powertrains located at Hosur in Tamilnadu. The progress at the site is on track and in synchronisation with our product assembly schedules.
Q: What other markets does the group plan on entering, apart from India?
A: Apart from Citroën brand for India, Opel will go to Russia and Peugeot to USA.
Q: The firm has stated that it wants to ‘Be Indian in India’. Does that mean the cars will follow the high localisation route?
A: We are able to do it (high localisation) through a deep understanding of products and local needs in whichever market we operate. This is possible only with the integration of feedback of local population. India is no different. Without giving any specifics of the research and studies we can confidently say that at each step we have heard the voice of the Indian consumer and that makes us confident with our products and plans.
Q: Will PSA group’s other brands come to India in the future?
A: Citroën will be the focus of the group. We need to bring the best quality products and synchonise that with the network development. Therefore at the moment we have no plans to bring any other PSA Group brands.
Q: Will PSA use India as an export base once the manufacturing facility is established?
A: This project means to be fully integrated in India with a comprehensive eco-system including local production of vehicles and powertrains, distribution of vehicles and services as well as procurements for the whole Group. Those models fit into the global AC silhouettes of the ‘Core Model’ strategy. This means that these models will be industrialized and sold in at least two regions of the world. Concerning exportation, why not, but it will be conditioned by economic relevance. Too early to say more at this stage.
| Too early to say |
| On questions regarding what type of cars the brand will bring and what powertrain will propel them, Emmanuel Delay declined to comment. He said, “We will announce the product details in due course of time…Too early to share the details of the product range. We will share the specifics in coming days.” |
| What is ‘Push to Pass’? |
| The ‘Push to Pass’ plan is a first step towards the achievement of Groupe PSAs vision: “To become a global carmaker on the leading edge of efficiency and a benchmark supplier of mobility services,” and perpetuates the groups underlying purpose of preserving freedom of movement by offering sustainable and affordable mobility. |