Despite the uncertainties of today's markets, Citroën is setting out to take on the German sector leaders with its new C5, writes Donal Byrne
WITH THE car market in its current state - sales last month were down 21 per cent on the same month last year - this is a curious time for a company like Citroën to take on big established competitors in the medium car segment.
This, however, is the course the French manufacturer has embarked on with the launch of the new C5, a car that does not exactly come to the market bearing an illustrious track record from the previous model.
The company has seen the inroads BMW, Audi and Mercedes have made in the medium segment as an alternative to the Ford Mondeo and Toyota Avensis and it is trying to capitalise on this appeal.
As a result, much is being made in the marketing campaign of the C5's "unmistakably German" qualities, while stressing the car is made in France. Given that a blindfolded driver could immediately feel the difference between a 3-Series BMW or an Audi A4 and a Citroën C5 - the whole ambience, driving dynamic, tuning and finish are completely different - this may be a risky strategy.
Citroën cars tend to be for Citroën fans, so proving that the C5 is not just an idiosyncratic piece of engineering and is every bit as capable as its competitors, will not be an easy job.
Perhaps the first attempt to convince conquest buyers is evidenced by the fact that the quirky suspension system - which some love and others hate - has been replaced on the base C5 with a more conventional coil arrangement.
The result is a far more predictable and much less wallowing ride.
Those familiar with Citroën cars will also certainly appreciate the comfort levels and space.
The styling is also a little more conventional than one might have expected, but the rear concave window is a strong Citroën cue.
The saloon looks quite mainstream nevertheless. The estate version, however, is a bit of a revelation and might just do a lot better than was expected.
The big emphasis with the C5 in Ireland is going to be the 110 horse power 1.6 HDI diesel version. With a CO2 rating of 149kg per kilometre, the car will be a strong contender on the basis of the new tax regime being introduced in July.
The base diesel price is €30,095. There are two 1.8-litre petrol versions, two 1.6-litre diesel versions, four 2.0-litre diesel options and a choice of two 2.2-litre diesel versions and a 2.7-litre diesel. Prices range from €26,700 for the 1.8-litre base petrol model, to €48,295 for the 2.7-litre diesel. In between will get you a 2.0-litre diesel for €35,490.
The base model comes in with cruise control, lane departure warning system, auto wipers and lights, automatic handbrake, climate control air conditioning, ESP and traction control, remote audio controls, directional headlamps and a fixed hub steering wheel is part of the car's interior design.
The package is a comprehensive one, and one of the most impressive things about the car is the general level of quietness. The buttons and switches are a little too fiddly and small, and the central display screen appears quite small in this car and may have been recycled once too often from previous Citroën models.
Impressive, though, is the fact that the C5 has a five-star rating in the EuroNCAP programme, and even the base model has seven airbags as standard, as well as electronic stability and traction control.
Citroën in Ireland is hoping to have the edge on some of the bigger names in price and standard specification, and it will be interesting to see how the fleet market responds to the new C5.
As any Citroën owner in recent years will tell you, second-hand values are not the company's strength - much of the problem being caused by a Citroën discount scheme that backfired and has been discontinued.
This may be the defining factor in the success of the C5 in Ireland.