Citroen just posted numbers that’ll make any CFO wince. The French automaker’s UK operations saw revenue nosedive by over £400 million in 2024, dropping from £1.2bn to just £792m. That’s a 34% freefall in twelve months.
What’s behind the bloodbath? Fewer Brits buying new Citroens. Way fewer. New vehicle sales revenue collapsed from £1.1bn to £737.8m, while used car income tumbled from £69.6m to £41.7m. Even profits took a hit, sliding from £33.4m to £27.7m pre-tax.
So what’s next for the Coventry-based operation? Let’s break it down.
Why Citroen UK Revenue Fell So Hard
The numbers tell a brutal story. Citroen’s revenue decline reflects fewer people buying their cars—both new and used. Whether it’s increased competition, changing tastes, or broader economic headwinds, the brand is losing ground fast.
New car sales bore the brunt. That revenue drop from £1.1bn to £737.8m represents a massive contraction in volume or pricing power. Used vehicle sales didn’t fare better, falling 40% year-over-year. When your secondhand market shrinks that dramatically, it signals weakening brand appeal.
The UK Car Market Isn’t Helping
Citroen isn’t expecting miracles in 2025. The company forecasts the UK car market will flatline at 1.95 million vehicles, while commercial vans could drop 7.4% to 335,000 units. Overall? A 1.3% market contraction.
Translation: it’s going to stay tough.
But here’s the twist—Stellantis (Citroen’s parent) actually posted modest UK gains: revenue up from £663.2m to £683m, and profits rising from £17.1m to £20m. Meanwhile, stablemate Vauxhall also struggled, with sales dropping from £2.6bn to £2.1bn.
Citroen’s 2025 Comeback Plan
So how does Citroen plan to turn this around? New metal. Lots of it.
The brand is launching a refreshed lineup including the new C3 and C3 Aircross in petrol, hybrid, and full electric variants. The C5 Aircross arrives with hybrid, plug-in hybrid, and EV options. There’s even the Holidays motor caravan—Citroen’s first entry into the growing camper van market.
Mid-cycle updates hit the Ami, C4, and C4X models throughout the year.
It’s a volume play. Flood the market with fresh options across every powertrain type, and hope buyers bite. The EV and hybrid push aligns with UK emissions regulations, while the motor caravan entry targets a niche but expanding segment.
Will it work? That depends on whether these models can stand out in an increasingly crowded market.
What This Means for UK Auto Sales
Citroen is one piece of Stellantis’ sprawling empire, which includes Alfa Romeo, Chrysler, Jeep, Fiat, Maserati, and Dodge. The parent company showing UK growth suggests it’s managing to offset individual brand struggles—for now.
But with both Citroen and Vauxhall posting significant declines, Stellantis needs to ask hard questions about its UK strategy. Can these brands compete with aggressive pricing from Asian and American rivals?
The next 12 months will be telling.
The Bottom Line
Citroen UK just survived a nightmare fiscal year. A £400m+ revenue crater and shrinking profits paint a picture of a brand struggling to stay relevant in a tough market.
The 2025 model blitz might provide relief, but it’s no guarantee. In a flat UK car market with intensifying competition, Citroen needs more than new sheet metal—it needs a compelling reason for buyers to choose French engineering.
Want to track UK automotive market shifts? Watch how those new EV launches perform and keep an eye on Stellantis’ quarterly reports.
FAQ
Q1: Why did Citroen UK sales drop so dramatically in 2024?
A: Revenue fell from £1.2bn to £792m primarily due to declining new vehicle sales (down to £737.8m from £1.1bn) and a 40% drop in used car revenue. The decline reflects reduced sales volumes in a challenging UK market.
Q2: How does Citroen plan to recover in 2025?
A: The brand is launching multiple new models including the C3, C3 Aircross, and C5 Aircross in hybrid and electric variants, plus entering the motor caravan market with the Holidays. Mid-cycle updates to the Ami, C4, and C4X are also planned.
Q3: Is the entire UK car market struggling?
A; Yes. Citroen expects the total UK vehicle market to contract by 1.3% in 2025, with passenger cars flat at 1.95m units and commercial vans down 7.4%. It’s challenging for all automakers.
Q4: How did other Stellantis brands perform in the UK?
A: Vauxhall also struggled, with sales falling from £2.6bn to £2.1bn. However, the parent Stellantis UK division posted modest gains, with revenue rising to £683m and profits increasing to £20m.
Q5: What does this mean for Citroen’s future in the UK?
A: The brand is betting on new product launches and electrification to reverse the decline. If the 2025 lineup doesn’t resonate with buyers, Stellantis may need to rethink Citroen’s UK positioning more fundamentally.
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Effective Date: 15th July 2025
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