Magazine article Marketing

Citroen Relaunches AX to Woo Small Car Buyers

Magazine article Marketing

Citroen Relaunches AX to Woo Small Car Buyers

Article excerpt

Citroen relaunches AX to woo small car buyers

French car maker Citroen has unveiled its new generation AX supermini range.

The car, on display at the Frankfurt Motor Show this week, represents the first revamp of any Citroen since the company recently completed an eight-year overhaul of its entire product range.

Featuring enhanced performance and comfort and a wider range of models - including a high-performance GTi - with a price tag from 5900 [pounds] to 10,000 [pounds], the AX is set to become the second of the newlook Citroens to notch up UK sales of over 100,000, the company claims. It has already passed 85,000 since its 1987 launch and is exceeded only by the Citroen BX.

"The new generation has been carefully considered to ensure we have a model to suit all tastes in the small car market," claims Citroen UK managing director Pierre Boisjoly.

The AX has played an important role over the last few years in increasing Citroen's UK market share. …

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