French carmaker Citroen has brought back its 2CV brand as an electric concept car, unveiled at the Paris Motor Show. The new model is a small city runabout featuring retro styling that harks back to the company's well-known original design.
While currently a concept car, Citroen aims to have a version of the electric 2CV in showrooms by 2028. The car is expected to sell for less than £15,000.
This move comes as European car manufacturers, including Citroen, face increasing competition from Chinese rivals. Exploiting heritage and nostalgia is a strategy being used by brands to sell modern electric vehicles to consumers.
The original Citroen 2CV, launched in 1948, was known for being a cheap and robust vehicle. Citroen chief executive Xavier Chardon described the new car as "a modern, ingenious and refreshing response to the mobility challenges of tomorrow."