Citroën C5 Aircross: Discontinuation of the Feel Trim and the Way Forward

In a quiet yet significant move, Citroën India has discontinued the base Feel trim of its premium mid-size SUV, the C5 Aircross. Priced earlier at ₹36.91 lakh (ex-showroom, India), the Feel trim was introduced in November 2023 as a more accessible variant of the facelifted model. Now, the C5 Aircross is only available in the top-spec Shine trim, which costs ₹39.99 lakh. This decision reflects both evolving market dynamics and Citroën’s strategic repositioning in a competitive segment.

A Short-Lived Entry Point

The Feel trim aimed to attract buyers by providing the premium C5 Aircross experience at a relatively lower price. However, it achieved this by omitting several features, positioning itself as a pared-down version of the Shine trim.

Key Differences in Features

• Exterior: The Feel trim retained the facelift’s sleek styling, including the redesigned grille, LED headlights with DRLs, and modern bumpers. However, it missed out on the panoramic sunroof and dual-tone paint options that were standard in the Shine trim.
• Interior and Technology: While the Feel variant offered a plush cabin, it came with fabric upholstery instead of the Shine’s premium materials. The infotainment system was an 8-inch unit, smaller than the 10-inch display in the top-spec trim, and lacked wireless phone charging.
• Comfort and Safety: Comfort features like powered tailgate, electric seat adjustments, and additional safety aids such as traction control and hill-descent control were not included. Despite these omissions, essential safety features like six airbags, ABS with EBD, and electronic stability control were standard.
• Engine and Performance: The Feel trim shared the same 2.0-litre diesel engine, delivering 177hp and 400Nm of torque, mated to an 8-speed torque converter automatic gearbox. This drivetrain, combined with its claimed fuel efficiency of 17.5kpl, ensured strong highway performance.

Challenges Faced by the Feel Trim

Despite its price reduction, the Feel trim faced significant hurdles that ultimately led to its discontinuation:

• Premium Pricing: The Feel trim’s starting price of ₹36.91 lakh placed it above several competitors, such as the Hyundai Tucson and Jeep Compass, which offered more features at similar or lower price points.
• Limited Features for the Price: Buyers in this segment expect advanced features like ventilated seats, ADAS (Advanced Driver Assistance Systems), and connected car technology. The Feel trim’s omissions made it less appealing compared to rivals.
• Brand Recognition: As a relatively new entrant in India, Citroën’s limited dealership network hindered its ability to reach potential customers effectively.
• Strong Competition: The mid-size SUV market in India is dominated by established players such as the Tata Harrier, MG Hector, and Toyota Fortuner. These models offer a blend of value, brand trust, and extensive feature lists, making it difficult for the C5 Aircross to carve a niche.

Focus on the Shine Trim

With the Feel trim phased out, the Shine trim now stands as the sole offering in the C5 Aircross lineup. This variant comes fully loaded with features such as a panoramic sunroof, powered tailgate, 10-inch infotainment system, and advanced safety technologies. Citroën also offers optional dual-tone paint schemes at no extra cost, enhancing the SUV’s premium appeal.

Year-End Offers and Future Prospects

To boost sales and clear existing inventory, Citroën has announced benefits of up to ₹1.75 lakh on the MY2023 units of the C5 Aircross. These offers, valid until December 31st 2023, highlight the brand’s efforts to remain competitive.

In October 2023, Citroën globally previewed an all-new concept for the next-generation C5 Aircross, showcasing futuristic styling and advanced technology. However, this model is unlikely to arrive in India soon. Instead, Citroën’s immediate focus appears to be on its compact and affordable models, such as the C3 Aircross, which cater more effectively to Indian buyer preferences.

The Road Ahead

The discontinuation of the Feel trim underscores the challenges faced by Citroën in India’s fiercely competitive SUV market. While the C5 Aircross continues to be recognized for its plush comfort, refined engine, and distinct styling, the lack of a compelling entry-level variant limits its appeal.

As Citroën navigates these market realities, it may need to reassess its pricing strategy, expand its dealer network, and introduce models tailored specifically to Indian preferences. Additionally, with the growing focus on electrification, a shift toward hybrid or electric offerings could bolster Citroën’s presence in the future.

For now, the C5 Aircross Shine remains a premium choice for buyers seeking comfort and performance, albeit at a price that demands brand loyalty and a preference for exclusivity.