Citroen and DS Brands CEO Xavier Chardon (right), French actor Omar Sy (second right) and Stellantis CEO Antonio Filosa (centre) are seen during the press presentation of the new 2CV at the Citroen stand at the Paris Motor Show. (EPA Images pic)PARIS: As Chinese electric vehicle (EV) makers challenge Europe's auto industry with cheaper cars and increasingly sophisticated technology, established automakers are fighting back with one asset their rivals lack: history.
Europe's carmakers are increasingly reviving classic models from past decades, from Renault's 5 to Citroen's 2CV, betting nostalgia can help them stand out from a growing wave of Chinese rivals and win over EV buyers.
The stakes are high. Demand for EVs has surged in Europe alongside soaring fuel prices, but Chinese manufacturers, including BYD and Geely, already had almost 11% of the European market in the second quarter, according to Schmidt Automotive Research, with models that are often cheaper and boast more advanced technology than local brands.
