How To Fix Citroën Aircross' Low Sales Problem: We Explore
In the ever-competitive midsize SUV segment, the Citroën Aircross stands out with its European flair and comfort-oriented design. It was launched with the promise of bringing a fresh, French perspective to Indian roads—focusing on ride quality, cabin space, and practicality. While it does have a strong foundation, especially in terms of suspension and seating comfort, it hasn’t quite found its footing in India’s feature-hungry market.
What Went Wrong?
The Aircross entered a segment where customers expect a complete package—tech features, premium interiors, safety, performance, and a strong after-sales experience. Citroën chose to emphasise comfort and practicality over a long feature list. As a result, buyers noticed what was missing more than what was present. At launch, the Aircross lacked several expected features: no sunroof, no wireless charging, no automatic transmission in the mid variants, no six-airbag setup, and no real “wow” elements in the cabin. Add to that some odd ergonomic choices—like placing the power window switches below the handbrake—and the car began to feel like it hadn’t been fully adapted for Indian users.
Pricing also became a point of concern. While the base variant is attractively priced at ₹8.49 lakh, the top variant crosses ₹14.5 lakh. At that price point, customers expect rich equipment levels, and that’s where the Aircross falls short—especially when rivals like the Hyundai Creta, Kia Seltos, Maruti Grand Vitara, and Honda Elevate offer more for the money.
The Safety Perception Problem
Indian buyers have become increasingly conscious about safety, especially after seeing crash test scores influence buying decisions. While Citroën claims structural improvements to the Aircross, the earlier safety performance of the smaller C3 hatchback has left a lingering perception issue. With no official GNCAP rating yet, many buyers are hesitant to commit, especially when rivals are boasting 5-star ratings or visibly safer build quality.
The Branding & Trust Gap
Citroën is still new to India. Outside of enthusiast circles, the brand remains unfamiliar. Without aggressive marketing or a clearly communicated value proposition, most buyers aren’t sure what Citroën really stands for. The brand hasn’t yet built the kind of emotional or rational connection that Indian consumers expect from a major carmaker. Add to that a limited dealership and service network, and it becomes even harder to convince buyers in smaller cities or those who worry about long-term service and resale.
How Can Citroën Fix It?
The Aircross doesn’t need a complete overhaul—it needs targeted improvements.
First, Citroën must equip it with the features Indian buyers now consider standard. A panoramic sunroof, wireless charging, ventilated seats, six airbags, better interior plastics, and a larger, more intuitive infotainment system with connected car tech would go a long way in changing perceptions.
Offering an automatic transmission in more variants—or even introducing a hybrid or diesel (this is almost impossible, we know) option—would broaden its appeal beyond city commuters.
Beyond product updates, Citroën needs to expand its presence. Building a wider dealership and service network is non-negotiable. Urban buyers may appreciate the French brand’s uniqueness, but Tier 2 and Tier 3 city buyers need reassurance that after-sales won’t be a hassle. Citroën could consider models like doorstep servicing, extended warranties, or even subscription-based ownership options to build confidence.
Is There Still Hope?
Absolutely. The Aircross has several qualities in its favour—great ride quality, spacious interiors, strong road manners, and a European design language that’s refreshingly different. But these qualities need to be backed by stronger value. Better features, stronger safety credentials, smarter pricing, and clearer communication are key. Citroën must also engage with the Indian market more actively—test drive events, influencer campaigns, and visibility at auto expos and city events could help more people discover what the brand has to offer.
The midsize SUV segment is booming in India, and while competition is fierce, it also means there’s plenty of opportunity for a brand that gets it right. Citroën has the engineering strength—it now needs to match that with sharper strategy and greater customer understanding. The Aircross still has a chance. Whether Citroën grabs it in time will decide its fate in India.