Citroen Ropes in MS Dhoni as Brand Ambassador for India

It has come to light that Citroen India has appointed cricketer MS Dhoni as its brand ambassador. Part of the Stellantis Group, Citroen is among the newest carmakers in the fast-growing local car market. Its association with the legendary cricketer should help the carmaker strengthen its brand identity among the masses.

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Citroen started its local operations in 2019 and launched its first car in 2021. In spite of being a newcomer, the carmaker has established a presence in the market. Currently, it occupies just 0.21% of the sales pie, but the carmaker plans to strengthen its position. In the last fiscal (2023-24), it sold 8,330 units. This corresponds to a significant increase from the 5,990 units sold in the previous financial year.

Even though this results into an average monthly sale of just 695 units, the carmaker is determined to establish a firmer foothold in the market. The recent tie-up with MS Dhoni should help it bolster its image among the car buyers. Dhoni, who is easily among the most successful cricketers of all times, enjoys a massive fan following. His successful stint with the Indian cricket team has earned him many recognitions, including the Rajiv Gandhi Khel Ratna, Padma Shri, Padma Bhushan, and ICC ODI Player of the Year awards.

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As per sources, Citroen has paid MS Dhoni an initial sum of Rs 7 crore in the first part of the association. This substantial investment goes on to highlight the carmaker’s commitment to the Indian market and its ambition to grow in popularity. Currently, the French carmaker enjoys a 4 model-strong portfolio, comprising the C5 Aircross, C3 Aircross, eC3 and C3. The next addition to its product catagolue will come in the form of the Basalt, a coupe SUV that will take on the Tata Curvv and Mahindra XUV e.9. Expected to launch in the Rs 10-15 lakh price bracket, the stylish offering could hold a clear price advantage over its adversaries.

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