Entretien avec M. Emre Doğueri, Directeur général de Citroën Turkey, membre Partenaire de la Chambre : Citroën aims to grow both in Turkey and the global markets



Can we learn about you and the Citroën brand?


I completed my high school education in Galatasaray High School and my undergraduate and graduate education in Galatasaray University Industrial Engineering Department.

 My professional life started at Peugeot Turkey in 1998. After working as Regional Sales Manager and Fleet Sales Manager, I was appointed as Consultant for International Marketing Programs at Peugeot's French Headquarters in 2002. After assuming different tasks Peugeot Peugeot France between the years 2005-2009, I came to Turkey and I took role of the Fleet and Used Car Sales Operations Director between the years 2009-2013. Between 2013 and 2016, I undertook the Commercial Directorate role in Peugeot Algeria.

Following the assignment of General Directorate of Fleet Sales and Business Development in Petromin Nissan in Jeddah, Saudi Arabia in 2016, since 5 September 2017 I’m the General Manager of Citroën Turkey at Baylas Otomotiv A.Ş. under the Bayraktar Group.

Citroën brand, produced in Europe by the French automotive manufacturer PSA Group is represented in Turkey by Bayraktar Group since 1995. Celebrating its 100th anniversary next year, Citroën has contributed to the healthy development of the industry by providing constructive and concrete solutions to the core issues of the automobile world since 1919. The lives of users have always been the primary inspiration for Citroën brand, which has revolutionized the history of automobiles and has made great breakthroughs. Our brand has been using 'CRÉATIVE TECHNOLOGIE' signature since 2009 and launched its new international signature as 'INSPIRED BY YOU', based on the concept of "User-focused brand" as of September 2017.

The Bayraktar Group has a long-standing productive cooperation with the PSA Group. Baylas Automotive, spread over 50 authorized dealers across Turkey, have been serving Citroën customers for 23 years.


Could you tell us about the brand's global growth targets?


Citroën's global strategy is quite ambitious. In 2017, the brand reached sales of 1.1 million units in the world. The brand's goal for the year 2020 is to reach 1.6 million in global sales, become the world's leading automobile brand in the comfort field, and to be among the top three recommended car brands. In the 99 years of the brand's history, design and comfort have always been the front-end, and the Advanced Comfort® Program is invested heavily in order to further consolidate this pioneering role. The brand aims to increase global sales by offering models designed for emerging international markets that use different types of vehicles with high growth potential. The brand aims to increase the proportion of its sales in non-European markets from 26% in 2017 to 45% in 2020.


Can you inform us about the Citroën models in Turkey?


Reflecting the new model line of the brand, the C3 model was launched at the end of 2016. In November 2017, the first model in the SUV segment, the C3 Aircross, was offered for sale. The new C4 Cactus model, repositioned to meet the expectation of the C- Hacthback segment, was offered for sale in June. By the end of this year, we will commercialize the third generation of our iconic Berlingo model, which created its own segment when it was first launched in 1996. At the beginning of 2019, we will have a strong player in the very important C-SUV segment with our C5 Aircross model. In 2020, we will have a product range that addresses almost all of the market with the addition of the new C Sedan and C-Hatchback models.



Could you tell us about your new products C4 Cactus and C5 Aircross?


The common feature of both of our models is that they are built upon the Citroën Advanced Comfort® Program. As a forward-looking comfortable hatchback car the new Citroën C4 Cactus is returning ambitiously to C-HB segment in which the brand was powerful in the past. C4 Cactus has major innovations in addition to its bold design where you can notice the status effect.

The new suspension system with progressive hydraulic cushions, which was the topic of approximately 20 new patents, offers a very comfortable driving experience with a "flying carpet effect". New high-density sponge-added "Advanced Comfort" seats are being used for the first time in our New C4 Cactus model. Those who use this model are using "healing seats" expression with a humorous language for the seats. In addition, very important improvements were made in the car's acoustics. The C4 Cactus, produced in Madrid, Spain, has the same knee distance as the old C4, while the 2.6-meter-long wheelbase is at the same level as the C-HB.

The fourth time "Engine of the Year" award winner PureTech 110 PS engine, a 1.2-litre 3- cylinder turbocharged petrol engine with the EAT6 fully automatic transmission, is used in the C4 Cactus model to significantly reduce fuel consumption.

The most important advantages of the C5 Aircross, an ultra-modular and forward-looking SUV that will be available for sale in January 2019, compared to its competitors can be described as: the Progressive Hydraulic Suspension System for smooth traveling, the extremely comfortable Advanced Comfort® seats with supplementary filling, rear knee extension that pushes the boundaries of its segment, modular rear seats that can be individually shifted, folded and tilted, making the car's luggage volume class the best in this respect. Available with the new fuel consumption reducing EAT8 fully automatic transmission, the C5 Aircross has 20 different driver support technologies to improve driving safety and comfort. Thanks to the ConnectedCam camera on the top of the windshield and the radar sensor inside the front bumper, the new features include the technologies such as Active Safety Brake, Adaptive Cruise Control, Active Lane Departure Warning, Park Assist,  Grip Control with Hill Assist Descent which support drivers in tough conditions is taking place.

If we look at the strategy for new energy to be used in future models of the brand, we will see that the brand's first Plug-in Hybrid model C5 Aircross will be sold at the end of 2019 and a brand new electric model will be launched in 2020. The brand's 2023 target is the electric version option in 80% of its product range. In 2025, 100% of the product range is planned to include an electric version option.


What services do you offer after the sale? How do you ensure the sustainability of customer satisfaction?


This topic is very important for our brand. We have prevalence of authorized services that will provide all after-sales services in Turkey. After sales service quality and speed are very important, we put great emphasis on this. We provide the right support for parts and labour. We offer high standards of service thanks to our technical team which has won the World Championship in Citroën technical teams competitions.

As Citroën, we offer our customers an online service appointment. Thanks to this, customers who want to leave their vehicle to our service can set a suitable date and time and leave the vehicle according to their personel planning. This service is especially advantageous for light commercial vehicle owners. Citroën LCV owners can decide on the most suitable time for them to stay away from their vehicles by planning their work schedule.


What kind of presentations do you have for corporations and consulates?


Sales to companies have an important place in Citroën sales. Our C-Elysée and C3 models stand out with their economical use, high second-hand value and low usage costs, as well as light commercial vehicle models with a very positive perception on the market have an important place in these types of sales. Recently, in addition to purchases, we also observe a new expectation in the rental area, especially on the individual rental side. Within Baylas Otomotiv A.Ş., we have a separate unit dealing with special sales for companies and consulates which we call key account.


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