Citroën – Experience what light does to you

The C4 Picasso marked Citroën's first foray into the M1-MPV segment, a category in decline and rife with competition.
  

Citroën – Experience what light does to you

Agency name: &KoenseSeverein Client name: Citroën Nederland BV Category: Direct Marketing Country: Netherlands

BACKGROUND

Citroën launched the C4 Picasso in response to a dramatic decline in market share in the M1-MPV segment. The M1-MPV volume category was new for Citroën; spacious, modular and 6–7 seats as standard. The introductory price was € 25,990 – very similar to competitors like the Renault Grand Scenic, the Opel Zafira and the Volkswagen Touran.

With the launch of the C4 Picasso, Citroën needed to regain its position in the market in...

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