Citroen India Ropes in MS Dhoni as Brand Ambassador

In a strategic move to enhance its brand presence and awareness in the Indian market, French carmaker Citroen has engaged cricketing legend Mahendra Singh Dhoni as its brand ambassador. The Stellantis Group company, which is a relatively new entrant in the competitive Indian passenger vehicle market, aims to find a firm footing and strengthen its brand identity through this association.

Stellantis Group’s Small but Growing Presence

Citroen, part of the Stellantis Group, entered the Indian market in 2019 and started selling cars in 2021. Despite being a newcomer, the company has managed to establish a small presence, with a market share of 0.21%. In the fiscal year 2023-24, Citroen retailed 8,330 units in the domestic market, an increase from 5,990 units in the previous year, according to data from the Federation of Automobile Dealers Association (FADA).

Low Volume but High Ambitions

With an average monthly sales volume of 695 units, Citroen currently has the lowest volume among mass carmakers in India. However, the company is determined to improve its performance and strengthen its position in the market, and the association with MS Dhoni is expected to play a crucial role in achieving this goal.

Dhoni’s Widespread Appeal and Influence

Mahendra Singh Dhoni, widely regarded as one of the greatest captains in Indian cricket history, has a massive following and widespread appeal across the country. His achievements, which include winning the ICC Cricket World Cup in 2011 and the ICC Champions Trophy in 2013, have earned him numerous accolades and honors, including the Rajiv Gandhi Khel Ratna, Padma Shri, Padma Bhushan, and ICC ODI Player of the Year awards.

Substantial Investment in Brand Promotion

According to sources aware of the matter, Citroen has paid INR 7 crore (approximately $850,000) to Dhoni in the initial phase of the brand ambassadorship. This substantial investment underscores the company’s commitment to promoting its brand and products in the highly competitive Indian automotive market.