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Citroen doesn't want to remain a lame dog while every other car manufacturer is fighting for a share of the ever-growing sport utility vehicle (SUV) market.
The marque is therefore broadening its range with the introduction of its high-end SUV, the C-Crosser, which will be available in Europe next year.
The French car maker has never had an SUV in its range before, but with the C-Crosser stylistically straddling the gap between an SUV and a conventional car, Citroen believes it is in a position to take on such giants as BMW, Land Rover and Mercedes-Benz in this market segment.
The C-Crosser's front makes it instantly recognisable as a Citroen. The dramatic positioning of the chrome chevrons and the streamlined cut of the headlamps are stylistic cues of the marque.
The styling of the C-Crosser emphasises its robustness with curvaceous bumpers and wheel arches, its vitality with a flowing profile and plunging roof line, and its elegance with numerous chrome details.
The C-Crosser's status-enhancing style and generous dimensions - including a 2,6m wheelbase - perfectly round out Citroen's range of mid- and top-end vehicles, along with the C5 and C6 saloons, and the C4 Picasso.
It is still not clear if the C-Crosser will make its way to our shores.
But Ian Beales, national marketing and advertising manager of Citroen South Africa, doesn't exclude the possibility.
"It's still too early to say if we will launch it here because we need to do our homework, and it will also depend on pricing. But, all things being equal, we would love to bring this car here," Beales said.