Denmark

Although Denmark may be one of the smaller automotive markets within the European Union (EU), it has certainly not been ignored by the major auto companies. In fact, it is one of the most hotly contested of markets. Virtually every automaker on the planet has attempted to infiltrate and establish itself there, though few have achieved enough penetration to make a dominant impression on the roads and highways of Denmark.

One company that has is Citroen. Part of the Peugeot auto group of France, Citroen Denmark can boast of having a market share as high as 10.8 percent, a market share that is still growing despite a decline in the Danish auto market in the last 12 months.

"We are growing our market share and increasing our profitability. Last month Citroen Denmark had one of the highest market shares for Citroen world wide outside of France," says Xavier Chardon, managing director of Citroen Denmark.

Marketing Director Peter Henriksen (left) shown with Managing Director Xavier Chardon (right)

The company has attained this for several key reasons. One is clever and efficient marketing: investing less with more impact. Another is variety. Having one of the largest ranges of passenger cars in Denmark with competitive pricing, value for money and after sales service enabled Citroen to storm the market and create satisfied customers in Denmark. The brand has been grown from the ground up, and for Chardon: "the customer is the best possible ambassador of the brand". No effort is spared to make him or her feel like the Citroen experience has been worth their investment.

The Citroen models, Chardon explained, appeal to the design conscious Danes. "The C5, one of our most successful models, attracts the Danish. It is a little more traditional in the way it is formed, yet not traditional in the negative sense. It does not completely go away from Citroens roots so it fits in very well with the Danish way of looking at a car."

Individual clients are crucial, but so are corporate fleet customers such as TeleDenmark (TDC). TDC operates the largest corporate fleet in Denmark driving over 30 million km per year in Citroen cars. Leasing companies also have an important role in the Danish auto market. With its cars maintaining high residual value, together with the provision of attractive after-sales servicing, Citroen has managed a higher market share here than its competitors.

Interestingly enough, one of Citroens biggest competitors is its sister company, Peugeot. Peugeot is the number one brand in Denmark, with a couple of percentage points lead over Citroen in market share. In the last two years both have grabbed bigger slices of the pie - but at the expense of others, not themselves. They compliment each other with their distinct styles.

Looking to the future Chardon has reason to be optimistic: "We are investing a lot in Denmark. Our dealers are among the most profitable among auto dealers in the country. We have the best service and show rooms. Citroen is a growing brand here."

"It is an interesting market because it is an advanced and innovative market with a lot of players," he points out. "It is tough, but if you succeed here you know you can go anywhere. It is amazing how open minded the Danish are. Bring in the right car with the right price and the market gives you the right reactions."

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