A pick 'n' mix!

Byline: Edward Stephens

CITROEN is set to unveil the motor industry's most sophisticated onscreen car configuration system when its next new model reaches the showrooms.

Unprecedented option choice will be available to customers via a pick-andmix computer system being introduced to coincide with the launch of the French firm's DS product line-up.

More than one million finish, trim, upholstery, equipment and specification combinations are likely to be offered on the vanguard DS3 model which was previewed at the Frankfurt Motor Show and is due on sale early next year.

Citroen UK has given the go-ahead to the showroom configuration system to back up the upmarket supermini, which will ultimately be joined by the DS4, a C-segment contender, and the dieselelectric DS5 hybrid which will offer a combination of 200bhp with more than 60mpg and 120g/km emissions in 2011.

And it claims the system will provide buyers with almost unlimited potential to personalise their cars.

"We already have hundreds of thousands of possible combinations available and the list is still growing. The idea behind this is to let customers build their own vehicle with the confidence that they will never see another car like it elsewhere.

"This will be a terrific marketing tool for a terrific product. We benchmarked the MINI in the DS development programme but have gone on from what that product offers by way of personalisation," says Citroen spokesman John Handcock.

Company officials are also considering a plan to make DS3 customisation available at home.

"It could be possible to access the system via our website so buyers could specify options at their leisure and then email their choice to their dealer. Car purchase is a major issue and allowing families more time to discuss their choice lists could make the buying process a lot more relaxed," adds Mr Handcock.

CAPTION(S):

Options galore: Citroen DS customers can specify finish, trim, upholstery and equipment.