"We must restore customer confidence": Citroën, losing momentum, returns in search of its illustrious past

Xavier Chardon is back home! Citroën's new boss is a comeback. After fifteen years at Volkswagen , where he headed the French division, he now takes charge of the chevron brand where he began his career and worked for twenty years before joining the German group. In five years, he is the third executive to sit behind the wheel of Citroën. Will Xavier Chardon succeed better than his predecessors in turning around the French brand, a century-old jewel struggling to regain its luster at Stellantis ?

Over the first seven months of the year, its market share in Europe is lagging at 3.1%. It was 3.5% last year, 4% in 2019, and 6% in 2010. Citroën isn't the only one suffering at Stellantis. Fiat's market share in Europe fell from 3.2% over seven months in 2024 to 2.5% over the same period in 2025.

Also read “In Car” No. 14: Towards a “Havanization” of the market?

National glory for having given birth to front-wheel drive, the 2 CV , the DS… Citroën is struggling to get back on track…