CITROEN’S TV ad for the new C5 is designed to polarise views – and with it’s cheeky tag line it’s certainly working. The tag line is ‘Unmistakeably German. Made in France’ and the ad is already a huge hit on YouTube with more than 80,000 viewings in the last two weeks.
‘We want to give people a jolt with it,’ explained Ian Hughes, fleet and marketing director for Citroën UK. ‘We want people to consider this car.’
When they do, they might also consider the vastly improved forecast for resale values after threee years/60,000 miles.
At 36.4 per cent, new C5’s residual value is second in its class to the VW Passat and ahead of the Mazda6, Honda Accord and Toyota Avensis and a remarkable 36 per cent improvement on the previous C5 which stood at 26.4 per cent, according to CAP Monitor.
‘We’ve worked really hard over the last two years to improve the residual values,’ said Hughes. The actual prices that were being paid for cars at three years were often higher than those that were forecast. ‘The forecasts never really caught up with reality,’ he added.
‘One of the concerns of the forecasters was our cashback strategy which we still use on our smaller cars because we think it is a very transparent way of selling in the retail market.’
The C5 goes on sale from April 2 with prices starting at £15,595. Best-seller is expected to be the 2.0HDI VTR+ at £18,495.
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