Citroen has no interest in resurrecting retro designs or names

The car world is awash with modern incarnations of retro, classic model names and designs – indeed, in times of crisis, it’s only human to look to something recognisable, familiar and comforting.

But speaking to TopGear.com, Citroen boss Vincent Cobée – a man in charge of a brand with an enormously covetable and desirable back catalogue – has absolutely zero desire to resurrect old names and designs. And for good reason, too.

“I am privileged and honoured to run a brand that has massive heritage. After all, you are the consequences of all your past experiences,” he tells us, philosophically. “So of course, I have a brand duty to be respectful, knowledgeable and consistent, carrying the flag of these experiences.

“But that does not mean believing that the past answers are the right answers for the future. There’s a difference between character and solution.” Indeed, Cobée points to not just continuing model lines or segments for the sake of it, but building cars that answer needs; cars that offer solutions.

“So, I could argue [for example] that the Ami does what the 2CV did – provide affordable transportation at a moment when it was needed in a particular place, for a type of customer.

I’d rather be true to the spirit than using the past

“Is it the same solution? No. Does it look the same? No. Is it called the same? No.” (As an aside, he explains why it’s called that. Yes, it was the name of an older Citroen built in the 60s and 70s, but more because Ami means ‘friend’, which Citroen thought was ‘cool’. Hard to argue with that.)

“Being inspired by the past when it comes to character, to vision, to meet social responsibility, of course. Being inspired by the past for styling or naming… that exercise has been done many times. Sometimes it’s successful, sometimes it’s not,” he adds.

He posits a few questions as to what it means to look back. “Do we do this to glide on existing awareness? Do we do this to save marketing money? Do we do this because there is a reason? Are we being true to that past heritage? It’s very dangerous when you use the name of something which was an absolute success. I’d rather be true to the spirit than using the past.”

His passion for Citroen’s values – of a ‘militant’ social responsibility, as he explains – is clear. “We are here to have a socially responsible courage to answer tomorrow’s problem. That is the brand heritage.”

Indeed, those retro models we sometimes get giddy about didn’t look back either. But again, it’s only natural and comforting to see a familiar shape or a recognisable name. Let us know where you stand in the comments below.

Read Top Gear's beginner's guide to Citroen