Taking forward the first leg of Citroen’s global ‘La Maison Citroen’ showroom concept in India, the French car brand opened its first showroom in Chennai. This is part of the plan to set up these concept showrooms in 10 Indian cities starting with their pilot showroom in Ahmedabad in the first tranche.
With the La Maison concept, the brand targets offering a unique, seamless digital journey for customers. This experience is designed to work on multiple levels for the customers right from the start to the end. It is also integrated with Citroen India's ATAWADAC experience (AnyTime AnyWhere AnyDevice AnyContent) with High Definition 360deg 3D configurator.
Roland Bouchara, SVP, Sales & Marketing, Citroen India, said, “We are excited to innovate and launch the La Maison Citroen in India and the Chennai phygital showroom is an important milestone as we gear up towards the launch of our first car C5 Aircross SUV. The showroom will have numerous screens, debuting the ATAWADAC experience (AnyTime AnyWhere AnyDevice AnyContent) and a unique High Definition 3D configurator allowing customers to experience the product with a 360 degree view and personalise their product and services.”
Joel Verany, VP, Sales & Network, Citroen India said, “Citroen is all about comfort and digital innovation, and through this La Maison Citroen phygital showrooms, we are confident that we will be able to bring a revolution in the way an Indian car consumer looks at his car purchasing journey. At the time of launch of the C5 Aircross SUV, La Maison Citroen will welcome customers in 10 main cities in India.”
Similar across India
All the La Maison showroom will be similar to one another. The outside façade will have a live video screen to attract customers, and on the inside, the layout will be based on industrial design featuring LED lighting, digital standees and also have Citroen’s heritage car on display to establish brand legacy.
Every showroom will also have a ‘Le Citroenist cafe’. The company is also stressing on 3D configurators which will allow vehicle customisation and as a result aims for a deeper connect with individual buyers. Surprisingly, contrary to its global strategy of having small, homely spaces of up to 150 square metres, the La Maison concept-based showrooms in India are about 400 square metres in size.
However, Citroen India added that going forward, it has plans to set up smaller showrooms in non-metro locations with a two-car display space, while still retaining the same levels of customer experience as the bigger outlets.
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