Citroen might have come a long way since the discount-happy brand we knew 10 years ago, but Linda Jackson, the firm's managing director still isn't convinced – suggesting that there's still a way to go yet when it comes to changing how people see the brand.
"We've done a lot of work in terms of changing perception, but there's a lot of work to do," she told AOL Cars. "We're looking at the DS range as a way to really improve our brand, and we're working very, very hard to do so."
Jackson revealed that using the DS line was the best way to achieve that – with attention grabbing models increasing interest in the brand, and therefore turning around its image.
"They're attractive products, they make people think about the brand, and it must be working because it's getting people into showrooms that wouldn't have been there before."
That isn't the only measure the brand is taking: also targeting its customer satisfaction levels.
"We've changed the corporate identity of all of our dealer network too," Jackson said, "so by the end of this year our dealers will have the new corporate identity which changes the whole image, and we've been working a lot on customer satisfaction too – and that really is key."
Some of the measures have already taken effect – with Jackson suggesting that residual values for even the bread-and-butter "C" range now proving to be higher than ever before.
"DS and DS3 has very strong residual values, but actually as we've launched new C range products over the last few years, because we've been changing perception of the brand and the way we've brought them to market, that has added four or five per cent to the residual values over the last few years," she said.