Citroen has unveiled a concept electric car branded as the 2CV, reviving a nameplate last used in the 1990s. The Paris Motor Show debut signals the company's plan to bring a production version to showrooms by 2028, with an expected price below £15,000.
The new model borrows visual cues from the original 1948 2CV, including high, flared wheel arches, a tall curved roof and eye-like headlights. Citroen chief executive Xavier Chardon called it "a modern, ingenious and refreshing response to the mobility challenges of tomorrow."
The original 2CV was engineered as a cheap, durable vehicle for rural France. Its soft suspension and high roof proved legendary for traversing rough terrain and accommodating drivers in hats. The car remained in production for over 40 years and evolved into a cult classic, particularly among counter-culturalists.
Citroen is one of several European carmakers now leveraging heritage and retro styling to sell electric vehicles. Renault has led this trend, reviving the Renault 5, Renault 4, and Twingo brands as EVs. Volkswagen markets the ID-Buzz minivan, styled to echo its classic T2 Transporter. Fiat has sold a retro-styled 500 for two decades, while Ford is developing an EV expected to be called the Fiesta.
Rachel Burgess, senior editor at Autocar magazine, sees strategic merit in the approach. "It's a brilliant differentiator from all-new car brands. An older audience might remember the originals and feel warmly towards them, and a younger audience might find an appeal in the retro aspect."
The tactic responds to intensifying competition from Chinese electric vehicle makers entering European markets. David Leggett, automotive editor at Global Data, notes that "many in the industry believe the big automotive players in Europe face a very serious existential threat from aggressive Chinese manufacturers."
Dr Paul Nieuwenhuis, an automotive researcher, argues that linking European designs to their history while using modern powertrains offers an advantage Chinese competitors cannot replicate. "The Chinese can establish new design trends, but there is limited history there."
Leggett cautions that heritage alone will not guarantee success. A reimagined 2CV must deliver "a credible modern electric car in terms of functionality and features, with widespread appeal," he says, while honoring its ancestor's emphasis on price, design simplicity, and visual identity.