In Germany, Citroen will change its name to ZitrönJuly 24, 2019
The fact that the French automaker decided to change the name is a fact. However, the brand will flaunt a new name in the “German manner” temporarily as part of a marketing campaign in honor of the brand’s anniversary.
Citroen decided to meet customers from Germany and changed its name in a single country. Now it bears the name “Zitrön”, more familiar and easy to pronounce for the Germans. This rebranding is part of a marketing campaign in honor of the centenary of the French automaker.
The brand explained its decision in a specially filmed promotional video. In it, the head of the German brand representative office, Wolfgang Schlimme, announces to all employees and dealers that they should now be called “Zitrön”. After that, they tell and show us the difficulties that the head of one of the dealerships had to face: signage changes, personnel training, and so on. However, all these efforts have been crowned with furious success – sales soar, and Zitrön becomes a bestseller.
In social media this ad is appreciated. In fact, automakers rarely decide to drastically change their usual names, so as not to lose customers. For new products or markets it is now customary to create sub-brands.
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