The Australian automotive landscape is set to change dramatically as Citroën, a brand with a storied history down under, announces its departure from the new-car market. After more than a century of presence in Australia, the French car manufacturer has decided to cease selling new vehicles from November 1, marking the end of an era for the iconic brand.


Citroën's journey in Australia began 101 years ago, in 1923, just a few years after its inception in Europe. The brand has been a staple on Australian roads, and it is known for its unique designs and innovative technology. However, the tides have turned for Citroën, with the company facing insurmountable challenges in recent years.


The decision to withdraw from the Australian market comes after a significant decline in sales, with the first six months of 2024 witnessing a record low of just 87 new car sales. This figure represents a steep 35 per cent drop from the 228 sales in the same period the previous year. The decline is even more pronounced compared to the peak in 2007, when sales reached a high of 3,800 vehicles. Since then, Citroën has seen a 94 per cent decrease in sales, a clear indicator of the brand's struggles.


David Owen, Citroën Australia's General Manager, cited the 'rapidly evolving' Australian market as a key factor in the brand's decision. 'Whilst we acknowledge and celebrate Citroën's rich history in the Australian market, we must look to the future and consider the rapidly evolving, dynamic, and competitive nature of the industry and local market, alongside changing consumer demands,' Mr Owens explained.

The brand's exit strategy includes ensuring that all new-car orders placed before the November cutoff will be honoured. Citroën Australia has committed to upholding its pre-paid servicing, five-year/unlimited-kilometre warranty, and capped-price service plans for new vehicles sold. The nine nationwide Citroën dealerships will transition to providing service and vehicle maintenance support exclusively for existing Citroën owners.

This move reflects the broader changes in the automotive industry, where consumer preferences and market dynamics are shifting rapidly. In recent years, Citroën had already begun to phase out many of its entry-level models, focusing instead on its premium vehicles, including the C3, C4, C5 Aircross, and the C5 X. Despite these efforts and even offering discounts of up to $30,000 on its models in July to clear old stock, the brand has been unable to reverse the downward trend in sales.


The departure of Citroën raises questions about the future of other car brands in Australia, especially as Peugeot, Citroën's sister brand, has also introduced significant discounts, hinting at potential challenges ahead.

Citroën's legacy in Australia includes remarkable feats such as the Citroën 5CV being the first motor vehicle to circumnavigate Australia in 1925, driven by 22-year-old Neville Westwood. This vehicle, a testament to the brand's pioneering spirit, now resides in Canberra's National Museum of Australia.

As we bid farewell to Citroën's new-car sales in Australia, we reflect on the changing tides of the automotive industry and the impact of global market forces on local availability. For many Australian seniors who have grown fond of the brand's distinctive offerings, this news may come as a disappointment. However, it also serves as a reminder of the importance of adaptability and innovation in an ever-evolving market.


We invite our readers to share their memories of Citroën or thoughts on the future of the automotive industry in Australia. Have you owned a Citroën, or do you have a story about the brand that you'd like to share? Let us know in the comments below, and let's reminisce about the legacy of this iconic car brand together.