By Justin Lee

REINVENTION TO KEEP abreast of trends is not only the name of the game for pop artistes like Madonna. Citroën has gotten in on the act and has unveiled a global project that aims to strengthen both its brand image and customer relations.

Let us count the ways…

Step 1: A redesigned logo

Citroën’s iconic double chevron logo has been reworked. Ditching its framed border, it now sports a more three-dimensional look. The revamp doesn’t stop there and the brand name typography has been changed from black to red.

Step 2: A new tagline

A new tagline ‘Creative Technologie’ (which means, you guessed it, ‘creative technology’) has also been devised to further reinforce the Citroën’s reputation for innovation.

Case in point one of the brand’s most famous innovations include the Hydramatic suspension system. First introduced in 1954, it has been used in the DS, Xantia and C5.

Step 3: Unveil a corporate look for showrooms around the world

The brand’s local distributor Cycle & Carriage France is in the midst of preparing a new showroom at 239 Alexandra Road, which will open in July. This will supersede the current premises at 11 Leng Kee Road and is done up in accordance with Citroën’s international design guidelines.

With a floor area of 415 square meters, the new showroom will have a display space for seven cars along with an integrated sales and after-sales service reception area.

Step 4: Display a concept car to up the wow factor

The C-Metisse concept car will grace the opening of the new showroom and will be on display for a month starting from 23rd July.

First introduced at the 2006 Paris Motor Show, the concept was designed to showcase the latest technologies such as headlamps are equipped with a row of LEDs that light up progressively, depending on the steering-wheel angle and vehicle speed.

It is also meant to make an environmental statement with its high performance diesel hybrid drivetrain. This concept combines a 208bhp diesel V6 that drives the front wheels with power from two 20bhp electric motors in the rear wheels. Fuel efficiency is a respectable 15.4km/l and CO2 is a low 174g/km.

Step 5: Bring in a renowned Citroën designer

Mr. Oleg Son, the Design Director for Peugeot/ Citroën Design Office (China) will be conducting an exclusive concept car design workshop for special invited guests.

In this event, participants will not only view the different Citroën concept cars but will also enjoy a presentation by Mr Son on the various elements that embody the ‘Creative Technologie’ aspects of these special vehicles. There will also be a hands-on session for people to design their own car.

Step 6: Have a party

An Apple iPhoto Studio will be set up at the showroom during the opening weekend on 25th and 26th July. Customers will be treated to a futuristic makeover and have their picture taken with the C-Metisse. They will receive a photo as a memento.