Key facts
- Citroen has revived its 2CV brand with a new electric concept car.
- The new model is a small city runabout with retro styling.
- A production version is planned for release by 2028.
- The original 2CV was launched in 1948 as a cheap and robust vehicle for farmers.
- The new electric 2CV is expected to sell for less than £15,000.
- Carmakers are using heritage and nostalgia to sell electric cars amid competition from Chinese manufacturers.
French carmaker Citroen has revived its iconic 2CV brand, unveiling a concept for an electric city car at the Paris Motor Show. The new model aims to boost sales of electric vehicles by leveraging its heritage and retro styling, a strategy increasingly employed by European manufacturers facing mounting competition from Chinese brands.
The concept car, which harks back to the original "deux chevaux" launched in 1948, features styling cues such as high wheel arches and eye-like headlights. The original 2CV was designed as an affordable and robust vehicle for rural populations, capable of traversing rough terrain. It remained in production for over 40 years, evolving from a utilitarian tool to a cult classic.
Citroen chief executive Xavier Chardon described the new electric concept as "a modern, ingenious and refreshing response to the mobility challenges of tomorrow." The company plans to have a production version in showrooms by 2028, with an expected price of less than £15,000.
Carmakers like Volkswagen with its Beetle, BMW with its Mini, and Fiat with its 500 have previously used retro designs to launch new models. Renault has also recently revived its R5, R4, and Twingo brands with retro-inspired electric vehicles. Rachel Burgess, senior editor of Autocar magazine, views this strategy as a "brilliant differentiator" that appeals to both older audiences who remember the originals and younger consumers drawn to the retro aesthetic.
However, automotive experts caution that nostalgia alone may not be enough. David Leggett, automotive editor at Global Data, believes European automakers face a serious existential threat from Chinese manufacturers. Dr. Paul Nieuwenhuis, an automotive researcher, suggests that linking European designs to their history while incorporating modern powertrain technology offers an advantage that Chinese competitors, with limited historical design context, cannot replicate. Leggett emphasizes that for the reimagined 2CV to succeed, it must not only nod to its ancestor in price, design simplicity, and visual cues but also be a credible modern electric car with appealing functionality and features.