Inside The Mind Of Citroën’s Global Design Chief | Pierre Leclercq

Citroën’s Design Strategy

Citroën Global Head of Design Pierre Leclercq describes the brand’s tradition as one of creativity and innovation—not simply a revival of past styling. Citroën aims to keep breaking conventions while adapting its identity to changing products and markets.

Distinctive Design and Calculated Risk

Citroën wants its cars to stand apart. Leclercq points to the C4 Cactus as an intentionally attention-grabbing production car, noting that some models may be polarizing while others should appeal more broadly. The small Ami is another example of the brand taking a risk with an unconventional product.

Designing for Global Markets

As Citroën expands beyond its traditional European base, it is learning about markets such as India. Leclercq emphasizes understanding local needs, including practical requirements and affordability. In India, resale concerns influence color choices, though he says buyers are beginning to choose a wider range of colors.

Lighting and Cost-Conscious Details

Leclercq calls lighting the automotive industry’s “new chrome”: distinctive front and rear lights can make a car recognizable. Because advanced lighting can be expensive, Citroën works with suppliers on cost-efficient solutions, including shared components, while seeking to preserve a distinctive appearance.

Affordability as a Design Constraint

Leclercq describes Citroën’s role as providing accessible mobility and comfort. Designers consider cost from the beginning of a project and look for details that appear technical or sophisticated without requiring expensive solutions. Consumer electronics also inspire some design details.

Models and Packaging

The C3 is presented as a compact, practical car. The C3 Aircross, meanwhile, accommodates seven seats in a vehicle about 4.3 metres long. The Basalt adds a more emotional, sharper look to the Indian lineup, using a sloping roofline to create a different image and sense of status.

Cabin Design and Comfort

Comfort and simplicity guide Citroën’s interior design. For Leclercq, comfort involves more than seats: it also depends on materials, surfaces, and the overall feel of the cabin. He connects this approach to the creativity of historic Citroën interiors and says future products will continue to develop it.

Faster Market Updates

Leclercq supports making changes when customers need them rather than waiting for a conventional multi-year update cycle. Updates must still be balanced against cost, brand values, and affordability. He notes that the C3 is being updated and that local teams may be better positioned to understand regional buyers.

Digital Design and Controls

The discussion describes a shift from interior design toward “cockpit design,” in which software, graphics, color, and user experience are part of the design process. Citroën aims for expressive but simple digital features, balancing screens with physical controls.

Leclercq says some functions should remain physical. In the future, AI and voice interaction may also allow drivers to communicate with their cars without relying on screens or buttons.

Collaboration Across Brands

Stellantis’ 14 brands work together on shared technologies while seeking to provide distinct customer experiences. Leclercq describes software and digital design as collaborative efforts involving teams in several countries.

Electric and Combustion-Powered Models

Citroën is developing global products that can be offered with either electric or internal-combustion power, reflecting differences in regulations and customer needs across regions. The ë-C3 is an example of an electric car with different proportions that retains familiar Citroën design cues.

Dedicated electric platforms can enable new interior layouts and functions, Leclercq says, but design decisions should also support efficiency and carbon neutrality.

The Oli Concept

The all-electric Oli concept represents a different, product-design-led approach. Leclercq says its ideas are intended to support efficiency and carbon neutrality rather than simply follow the expected look of a low-hood electric vehicle.

Interview Details

• Interviewer: Siddharth Vinayak Patankar
• Interviewee: Pierre Leclercq, Citroën Global Head of Design
• Reviews, guides, or tutorials: None; the discussion focuses on automotive design strategy and products.