Are affordable electric cars finally making their way into the market? A few days ago, we reported the wish of VW CEO Thomas Schäfer to have a sub € 20 000 BEV, the ID.1. In an interview with the British car magazine Autocar, car manufacturer Citroën’s chief designer Pierre Leclercq claims to be readying a mix of ‘aggressively priced’ electric cars with ‘kick-ass’ designs.

These new BEVs will look to undercut rivals and offer alternatives to premium brands as “some people don’t have that kind of money to buy a current electric car”.

No Russian doll effect

The new small cars are likely to share design cues with the Citroën Oli concept and smaller Citroën Ami, like the upcoming Citroën C3 Aircross, Leclercq said, adding they won’t just be smaller versions of bigger cars: “We are trying not to make cars that have the Russian doll effect”.

Speaking about the cars themselves, Leclercq added: “We have great products coming out soon that are, I think, really kicking ass in terms of design. It’s going to be super cool. I mean, we’re excited to put those things on the road. Prices are going to be so aggressive. We can only be proud of having done it.”

The electric cars are highly likely to sit on the CMP platform, which already underpins Stellantis cars such as the Corsa and Peugeot e-208. They will probably use the same 51 kWh battery as the e-208, which offers a range of up to 248 miles. A smaller battery pack in basic versions is also possible to cut the price. A single-motor setup delivering around 130bhp is likely, given that is what is expected for the upcoming Citroën C3 Aircross.

Smartphone is key

To save costs, the cars may also, as shown on the Oli concept, ditch infotainment for a system that links to the driver’s smartphone. In the new cars, this will probably not be as budget driven as the solitary phone clip in the tiny Ami four-wheeler.

“When you think about it, what do people want? They want the best on-board experience,” said Leclercq. “You live with your phone all day. So the closer we get in a car to what we have on our phone, I think the better it is. You should simply have what you have on your phone.”

Price war

At the moment, a price point around  € 25 000 is likely, given that Leclercq confirmed their pricing would give the brand a “huge advantage” in the segments in which they’ll sit. “We conceived them to bring them with a really aggressive price target on the market,” he said.

“I think it’s going to be a huge, huge advantage for a brand like Citroën. You know, as premium brands look to become more premium, there are some people who don’t have that kind of money to buy a car.” Leclercq is joining the words of his former CEO, Vincent Cobée, here, who recently wanted to make a case for more affordable cars: “Cars should be smaller, cheaper… and more enjoyable.”

Speaking previously to Autocar, Citroën’s product and strategy director, Laurence Hansen, declared: “Citroën loves to challenge the industry norms. With Oli, we want to find joyful, modern mobility, affordable and sustainable. It’s something that we’re going to continue in the long run because we think it’s in line with our DNA.”

She added: “The average sale price in Europe for a car today is € 25 000. Do we really think people will be able to invest more tomorrow? We need to do something. Will it be exactly the same price? Maybe not. With the economic crisis that may come in six months, how will you manage? If you don’t have a car, you don’t have life.”

“So, I think we have a big role to play in the car industry in the next couple of years,” Leclercq concludes. In the Stellantis Group, Citroën has been given the role it also had in earlier days, to stir and poke up the industry with innovative designs that don’t have to cost a leg.

It will be interesting to see how, for example, the battle between VW and Stellantis (and other brands, of course) for the cheaper BEV will evolve. Apparently, in achieving it, they’re choosing different ways.