January 20th, 2023, Lesley Simeon
Citroën has appointed Clare White as its new marketing director in the UK. As the new marketing chief, White will be overseeing the French automaker’s electrification strategy in the UK - a prime task on previous UK marketing director, Nicola Dobson’s agenda as well. Along with a new marketing director, the Stellantis-owned brand also hired Greg Taylor as its managing director (UK).
Assuming her role in March 2021, Dobson spent nearly two years in her role as UK marketing director - how did Citroën perform during her tenure?
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Citroën’s (UK) Current Customer metric has remained mostly unchanged under Dobson as its marketing director.
It’s Ad Awareness score - which indicates how many and which consumers are noticing the brand’s advertising - recorded similar scores throughout the same period. The metric however touched a high of 9% in April 2021, around the time the brand announced new models, introduced price cuts for an electric variant and collaborated with UKTV’s Dave channel for a two-year long sponsor partnership, among other developments.
As part of its electrification strategy in the UK, Citroën aims at offering electric or plug-in hybrid variants across its entire model range by 2025. Data from Profiles shows that petrol is still the top choice (12%) in Great Britain (GB) among current Citroën customers and those who might consider purchasing from the brand, for their next car.
About 8% of these respondents would consider going electric, and 6% would consider a plug-in hybrid. At 10% and 7% respectively, the corresponding numbers aren’t too different for the general GB population either.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Citroën’s Ad Awareness score is based on the question: Which of the following car makers have you seen an advertisement for in the past two weeks? and delivered as a percentage. Its Current Customer score is based on the question: Do you currently own a car or van from any of the following car makers? and delivered as a percentage. Scores are based on an average daily sample size of 6201 US adults between 1 January 2021 and 18 January 2023. Figures are based on a 10-week moving average. Learn more about BrandIndex.
YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
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