Citroen India signs cricket icon MS Dhoni as its brand ambassador

French automaker Citroen has enlisted the services of cricketing legend Mahendra Singh Dhoni as its brand ambassador. The move comes as part of Citroen's concerted effort to solidify its foothold and enhance its brand identity in the fiercely competitive Indian passenger vehicle market.

Citroen's entry into the Indian automotive 

Citroen, a member of the Stellantis Group, made its foray into the Indian market in 2019, with car sales commencing in 2021. Despite being a newcomer, the company has managed to carve out a modest niche, capturing a market share of 0.21%. Data from the Federation of Automobile Dealers Association (FADA) reveals that in the fiscal year 2023-24, Citroen retailed 8,330 units in the domestic market, marking an uptick from 5,990 units in the preceding year.

Goals amidst modest sales figures

With an average monthly sales volume of 695 units, Citroen currently ranks lowest among mass car manufacturers in India. Nevertheless, the company is resolute in its determination to amplify its performance and fortify its market position. The collaboration with MS Dhoni is poised to be instrumental in realising these ambitious objectives.

Dhoni's unrivaled influence

Mahendra Singh Dhoni, widely esteemed as one of India's most celebrated cricket captains, commands a vast and diverse fan base nationwide. His illustrious career, punctuated by milestones such as clinching the ICC Cricket World Cup in 2011 and the ICC Champions Trophy in 2013, has earned him a slew of prestigious accolades, including the Rajiv Gandhi Khel Ratna, Padma Shri, Padma Bhushan, and ICC ODI Player of the Year awards.

Significant investment in brand promotion

Sources privy to the agreement disclose that Citroen has disbursed INR 7 crore (approximately $850,000) to Dhoni in the initial phase of their brand ambassadorship. This substantial investment underscores the company's unwavering commitment to propelling its brand and product lineup into the spotlight amidst the cutthroat landscape of the Indian automotive arena.